"WPP Media will receive access to more data on YouTube creators and content as part of an expanded partnership with the Google-owned video platform, according to a press release. Proprietary creator insights will be used to help WPP Media match clients with the right talent on YouTube and drive more measurable campaign outcomes. The offering is available across the agency's marketing technology stack and through its dedicated influencer shop, The Goat Agency."
"WPP Media is getting a direct line of sight into non-public YouTube creator data as influencer marketing booms. The partnership is meant to simplify choice in a fragmented creator economy, helping to pair clients with the right online talent and providing employees with insights into on-the-rise trends. U.S. ad spending on the creator economy is forecast to reach $37 billion in 2025, according to the Interactive Advertising Bureau, a 26% year-over-year increase."
WPP Media will gain access to additional non-public YouTube creator and content data through an expanded partnership with YouTube. Proprietary creator insights will be used to match clients with appropriate talent and drive measurable campaign outcomes, available across WPP’s marketing technology stack and The Goat Agency. The agreement aims to reduce fragmentation in the creator economy while delivering media precision and scale. YouTube data will bolster WPP Open, the network’s AI operating system, to support strategy planning and trend identification. U.S. ad spending on the creator economy is forecast to reach $37 billion in 2025, a 26% year-over-year increase.
Read at Marketing Dive
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