There is an endless array of influencer marketing agencies operating on YouTube today, though only one — Famebitthat is owned by the platform itself.

And at IAB‘s inaugural NewFronts West gathering in Los Angeles earlier this year, Famebit’s global head of operations, Beau Avril, spoke to the ways in which Famebit enables marketers to lean into the YouTube platform to ensure that there’s a “steady drumbeat” of conversation about their brands, as opposed to other firms that tend to engage in shorter-term, one-off partnerships.

The fact that FameBit is owned by Google also means that the platform can track search lift, brand lift, and ad conversions. “From a measurement perspective, what we’re doing is bringing the accountability of ads measurement to organic viewership,” Avril says. “We can see, for example, with search lift, after users have watched the content, did they go and search on Google? And if they did, what happened?”

For more from Famebit, including how the agency integrated ecommerce features directly onto YouTube in partnership with Victoria’s Secret, check out our interview with Avril below:

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