WPP Media is getting a direct line of sight into non-public YouTube creator data as influencer marketing booms. The partnership is meant to simplify choice in a fragmented creator economy, helping to pair clients with the right online talent and providing employees with insights into on-the-rise trends. U.S. ad spending on the creator economy is forecast to reach $37 billion in 2025, according to the Interactive Advertising Bureau, a 26% year-over-year increase. While influencers and creators have been popular among brands for some time, the adoption of true social-first strategies and dedicated social agencies of record is becoming more common. Meanwhile, more consumers are tuning into YouTube via living room screens, providing stiffer competition to traditional TV and streaming. WPP Media is using the moment to shine a light on The Goat Agency, an influencer specialist shop parent WPP acquired in 2023. Goat is among the first global partners to directly integrate a new YouTube API for facilitating deals between brands and creators. The feature assesses factors like paid and organic metrics for matchmaking and delivery. With the integration, Goat aims to bring a greater level of precision to creator-led campaigns through a “single, transparent view of performance,” according to Global President Alex Burgess.