Arthur Sadoun, CEO of Publicis Groupe, announced the company's acquisition of the influencer-marketing firm Influential in 2024.JOEL SAGET/AFP via Getty Images.It was a busy year for M&A in the creator economy.Startups in influencer marketing, talent management, and podcasting became acquisition targets.Companies also sought to expand globally by acquiring creator startups in new regions.Dozens of merger and acquisition deals were inked between companies across the creator economy in 2024.One of the most impactful sales was Publicis Groupe's purchase of Influential for $500 million, two M&A experts told Business Insider.