Think of the last major celebrity you saw in an ad.
Their compensation for that ad was almost certainly handled by Extreme Reach (XR).
Through its platform XR Pay, the company–which describes itself as “the OG of ad ops innovators”–is responsible for around 80% of all talent payments made across the advertising industry. Those payments add up to a total of more than $1.5 billion annually.
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Now, XR is expanding its services to our creator economy.
“Creator advertising spending in the U.S. exceeded $37 billion in 2025, with 48% of brands now considering creators a ‘must have’ in their marketing mix,” XR says. “But the financial systems behind that growth haven’t kept pace. Brands and agencies often juggle four or five different platforms and tools, with creators often paid through Venmo and other consumer apps, bypassing accounts payable processes, proper onboarding, and tax documentation.”
That’s where XR Pay for Creators comes in. XR says its new creator-industry-specific platform will centralize and simplify the entire partnership process for brands, agencies, and creators.
“If we look at how [creator/brand deals] are done today, a lot of platforms out there are really built for discovery,” Graham McKenna, XR’s CMO, tells Tubefilter. “They’re built for helping brands and agencies find creator talent to partner with for their products and their campaigns. But they’re not set up to process payments.”
They also aren’t set up to record vital information like contract specifications and deliverables, or to help everyone involved fill out the correct tax documents.
Frank DeVito, President and COO of XR Pay, adds that when XR was doing research about the creator industry, it spoke to numerous agencies and brands about their needs–and creators’.
“The common theme is that it’s a Wild West in terms of how people get paid,” he says, adding that without administrative glue holding things together, crucial components of creator/brand deals end up scattered across various email and DM chains.
“There’s this wildness to it where so many brands are working with so many creators, and there’s so much volume,” he says. “There has to be a point where you organize this better, where you have accounts payable and you verify the campaigns are happening and what’s supposed to be done is being done, and where creators are filling out the rights tax information so they don’t get in trouble.”
XR Pay for Creators offers organizational tools on both the brand/agency and creator side, and unites them with features where they can both sign contracts and fill out necessary paperwork foundational to their shared deals.
There are also check-ins so everyone involved knows the status of the deal. Brands and agencies get updates on creator deliverables, while creators get updates on incoming payments, along with a dashboard showing data about their overall earnings.
And, of course, XR Pay handles sending out payments to creators. It says it can take care of all sizes of payments, from a few hundred bucks for “basic social posts,” all the way up to “multi-million-dollar union guarantees common with A-list talent.”
Union involvement is another key aspect of XR Pay for Creators’ offerings. XR was founded in 2008, and has spent nearly two decades doling out payments to members of SAG-AFTRA and other entertainment labor unions.
While we don’t (yet) have a large-scale, creator-specific union, XR’s platform can still help move our space toward standardized practices, protections, and pay for creators, agencies, and brands.
“We’re very excited about the opportunity and this launch because creators are the new celebrities in advertising,” DeVito says. “We want to make sure we offer them the same payroll support traditional talent has had for decades, handling this complicated infrastructure and making things more visible and available for creators.”
Anyone keen to use XR Pay for Creators can check it out right here.
XR is a Tubefilter partner.
