WPP plugs into YouTube to power data-driven creator marketing at scale

LONDON: WPP Media has deepened its partnership with Google, securing privileged access to YouTube’s creator and content insights to supercharge the group’s creator-led marketing play. The integration pushes WPP further into data-first territory, promising brands sharper targeting, cleaner measurement and creator partnerships that actually shift outcomes—not just impressions.

The new capabilities plug straight into WPP Open and Goat’s AI-driven tools, giving planners and influencer specialists real-time visibility into creator behaviour, audience affinities and emerging trends. By moving beyond vanity metrics and fragmented buying, WPP says brands will finally be able to match creators to campaigns with forensic precision across both paid and organic content.

Goat is among the first partners globally to complete integration of YouTube’s new API for brand deals, unlocking richer intelligence such as paid-versus-organic splits and deeper video-level analytics. That data now fuels WPP Media’s end-to-end planning and measurement stack, forming what the company claims is the industry’s most scalable and transparent creator media solution.

Chief executive of WPP Media, Brian Lesser, called the creator economy “one of the most dynamic forces in modern marketing”, adding that exclusive insight access gives clients “the confidence to invest boldly”.

Global president of Goat, Alex Burgess, said the integration addresses one of marketing’s biggest trust gaps by offering “a single, transparent view of performance”.

WPP’s bet is clear: creator marketing is growing up—and it wants to own the grown-up tools.