Later has announced an integration with YouTube’s Creator Partnerships API, bringing first-party YouTube creator audience and campaign performance data into Later’s influencer marketing platform.

YouTube Data for Creator Discovery

The integration gives brands access to YouTube creator insights that can be incorporated into Later’s recommendations and predictive models.

Key capabilities include:

• Search across more than 3.5 million YouTube creators

• Access creator content and performance metrics

• Audience demographics and interest data sourced directly from YouTube

• Automated matching of campaign videos to campaign deliverables

• Deal-level reporting across organic and paid views

Improving Creator Selection

Later uses the YouTube data with Later EdgeAI, its predictive intelligence engine, to inform creator recommendations and campaign planning.

The goal is to help brands select creators using audience and performance evidence rather than relying primarily on manual research or historical assumptions.

Measuring YouTube Performance Beyond Campaign End

YouTube content can continue generating views, engagement, awareness, and conversions after a campaign officially ends. Later says its EdgeAI system continues attributing video impact beyond the campaign window.

The platform also provides reporting close to real time, allowing marketers to monitor performance while campaigns are active and use the resulting data in budget and creator decisions.

Connecting Creator and Commerce Data

The YouTube integration follows Later’s expansion into affiliate commerce through Mavely, which was recently brought under the Later brand.

Later says the broader platform connects creator discovery, content performance, and commerce data across channels including Meta, TikTok, Later Creator, and YouTube.

The new YouTube integration is already live across more than 300 campaigns and 70 brands, adding YouTube performance data to Later’s wider creator marketing and affiliate commerce infrastructure.