Tech

Later Integrates YouTube’s Creator Partnerships API, Joins Expanding Partner Directory

Published on September 25, 2026

Later has integrated YouTube’s Creator Partnerships API into its Influencer Marketing platform, adding first-party YouTube audience and campaign performance data to the dataset behind its creator recommendations. The integration places Later among the 28 partners listed in YouTube’s Creator Partnerships services directory, which includes Agentio, #paid, CreatorIQ, and more.

In a press release, Later described the integration as a way to help brands prove return on YouTube creator investments rather than relying on estimated metrics. The company said it already runs YouTube creator campaigns for brands including At Home and Jollibee.

The integration gives Later access to more than 3.5 million YouTube creators through the API, along with channel-level audience demographics and interest data supplied directly by YouTube. Later said the system automatically matches campaign videos to deliverables without manual tagging, and consolidates organic and paid view data into a single report.

Later cited its own survey of more than 1,000 U.S. consumers to support the timing of the move: 94% of respondents said they visit YouTube regularly, and 51% said they check the platform several times a day.

Later framed the addition around a measurement gap it says is specific to YouTube. According to the company, videos continue generating awareness and conversions well after a campaign ends, and marketers who stop measuring at the campaign’s close undercount the channel’s actual return. Later’s EdgeAI system is built to keep attributing that performance through the full window and feed it back into future campaign recommendations, with reporting delivered close to real time.

“No other platform is connecting creator, content and commerce data at the scale we are, across Meta, TikTok, Later Creator and now YouTube,” said Scott Sutton, CEO of Later. “For brands, that means creator selection grounded in evidence rather than guesswork, and reporting that helps connect content to purchase. For creators, it means brands have even greater insight into the true performance of creator content, leading to more brand investment into them.”

The integration is already live across more than 300 campaigns and 70 brands, Later said, and builds on prior collaboration between the two companies, including the “Made You Look” executive series and joint programming at Cannes Lions.