WPP expands YouTube integration to strengthen creator-led media planning

New Delhi: WPP Media, the global media collective of WPP, has expanded its partnership with Google to integrate YouTube creator and content insights across its media and influencer platforms.

The integration brings non-public YouTube data into WPP Open and The Goat Agency’s AI tools, with the stated intention of improving transparency, scalability and measurement in creator-led marketing on the platform.

Under the expanded arrangement, WPP Media will gain access to YouTube creator and content insights to support both paid and organic creator activity. The data will be used to inform media planning decisions, including creator selection, audience alignment and performance evaluation, moving beyond surface-level engagement metrics.

According to WPP Media, the integration is intended to address an ongoing industry challenge: accurately matching creators with audiences and brand objectives in a way that can be consistently measured across campaigns.

Proprietary YouTube creator insights are now available across WPP’s broader marketing technology stack, including its influencer marketing arm, The Goat Agency. WPP said this would allow creator investments to be managed within a single planning and measurement framework rather than through fragmented media buys.

Integration within WPP Open

Within WPP Open, YouTube creator and content insights are embedded directly into the media planning process. WPP Media said this enables planners to identify emerging creators and content trends based on audience interests and affinities, using platform-level data rather than publicly visible metrics alone.

The company said the integration supports earlier decision-making in the planning cycle and allows media teams to assess creator relevance and scale before campaigns are executed.

Goat Agency access to YouTube’s creator API

The Goat Agency has also completed integration with YouTube’s new API designed to support creator-brand partnerships. According to WPP, Goat is among the first partners globally to implement the API, which provides access to additional creator and video-level data.

This includes insights into paid and organic performance splits, intended to support creator selection, campaign execution and performance assessment across key global markets.

Brian Lesser, CEO of WPP Media, said, “The Creator Economy is one of the most dynamic forces in modern marketing. Until now, brands lacked the tools to scale creator-led marketing with precision. By integrating exclusive YouTube data into our proprietary tech stack, we’re giving our clients the confidence to invest boldly, knowing every partnership is measurable, scalable, and aligned with their media strategy.”

Alex Burgess, global president of The Goat Agency, said, “The collaboration between WPP Media, Goat and YouTube marks a monumental leap forward for the industry. By integrating the new API focused on creator insights for Goat into our AI tools, we’re tackling one of marketing’s biggest trust challenges and giving brands a single, transparent view of performance, moving the creator economy from speculative to measurable impact.”