Influencer marketing company CreatorIQ is the latest business to join YouTube’s Measurement Program (YTMP), which provides internal data about things like user and creator behavior, video and ad performance, and trending topics.
YouTube says that to be part of YTMP, businesses must have a “strong and positive track record,” and have been “carefully vetted” to ensure they comply with Google and YouTube policies. If a company is approved to join, that means “we consider it to be a trusted business partner in providing the capabilities you need to better drive and understand your marketing performance, inclusive of Google media,” per YTMP’s website.
CreatorIQ–which recently closed a $24 million Series C–works with more than 200 brand and ad agencies, including Disney, CVS, Dell, H&M, Mattel, Sephora, and Unilever. Its artificial intelligence-driven Enterprise Creator Cloud hooks these clients up with creators for sponsored digital content, then helps manage subsequent ad campaign spending and offers analytics for campaign ROI.
Joining YTMP will give CreatorIQ access to extra data tools, plus “heightened” support from YouTube, it tells Tubefilter. Crucially, it will also receive advance notice of platform-wide changes YouTube intends to make–which means it and its customers will be able to accommodate them before they roll out.
“As a platform deeply dedicated to providing data-driven solutions for the influencer marketing industry, we’re honored to bring our unique expertise and experience in this space to join the YouTube Measurement Program,” Igor Vaks, CreatorIQ’s founder and CEO, said in a statement. “This will enable us to provide deeper insights that will drive more effective marketing efforts for our clients.”
CreatorIQ has been added to the Content Insights category of YTMP alongside the previously added Pixability, Tubular, and Wizdeo. There are two other categories: Brand Suitability & Contextual Targeting, with members including Channel Factory, Integral Ad Science, OpenSlate, Pixability, Slightly, VuePlanner, and Zefr; and Brand Safety Reporting, with members DoubleVerify and Integral Ad Science.