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WPP Media Integrates YouTube Creator Data Across Planning, Activation Tools

Published on December 16, 2025

WPP Media announced an expansion of its partnership with Google that provides access to YouTube creator and content insights across its technology platforms. The integration targets WPP Open, the company’s media planning system, and tools of WPP-owned The Goat Agency.

According to the announcement, the partnership grants WPP access to YouTube Creator and Content Insights, including non-public data about creator performance and audience metrics. WPP Media positions the integration as a solution for matching creators with brand campaigns through data analysis rather than surface-level metrics.

The Goat Agency completed integration of YouTube’s new API (Application Programming Interface) designed to facilitate brand deals. This integration provides what the company describes as paid and organic metrics separation for creator assessment and campaign delivery across global markets.

Planning and Execution Applications

WPP Open now incorporates YouTube creator and content insights directly into media planning workflows. The system allows planners to identify content trends and emerging creators based on audience affinities and interests before campaign launch.

The Goat Agency’s AI tools gained access to creator and video insights through the API integration, including metrics that distinguish between paid and organic performance data.

“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,” said Brian Lesser, CEO of WPP Media. “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, added that the integration addresses transparency challenges in creator marketing: “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.”