Later Adds YouTube Creator Partnership Integration, Backing Creator Decisions With Provable ROI

Verified long-form and Shorts insights from YouTube's Creator Partnerships API sharpens creator selection and helps prove return on investment for each partnership

BOSTON, Sept. 24, 2026 /PRNewswire/ -- Later, the world's most intelligent influencer marketing company, today announced an integration with YouTube's Creator Partnerships API, bringing first-party creator audience and campaign performance insights into the same dataset that informs Later's recommendations. The news arrives weeks after Later brought its affiliate network, Mavely, under the Later brand, completing a full-funnel solution that runs from creator discovery through completed sale.

Later runs YouTube creator campaigns for leading brands including At Home and Jollibee, and is seeing brands continue to expand their efforts on YouTube in recent months. In a survey of more than 1,000 US consumers, conducted by Later, 94% of respondents said they visit YouTube regularly and 51% said they're on the platform several times a day. Brand budgets reflect that shift, with 55% of marketers planning to increase their YouTube spend this year.

As that spend continues to grow, so does the need to see the full return on it. YouTube is unique among social channels. A video keeps performing long after it's published, continuing to build awareness, consideration, and conversions well past the campaign's close. Marketers who close measurement at the end of a campaign miss that attribution, undercounting what the channel actually returned and skewing budget decisions. Later EdgeAI, the company's predictive intelligence engine, keeps attributing a video's impact through that full window, feeding those insights into recommendations for future campaigns. That reporting also lands close to real time, allowing brands to confidently shift budget toward what's working while a campaign is still live. Built on the YouTube Creator Partnerships API and powered by Later EdgeAI, the integration includes:

• Always-on discovery: Search more than 3.5 million YouTube creators, with access to their content and performance metrics.
• Channel-wide insights, audience demographics and interests come directly from YouTube and feed Later EdgeAI's predictive models.
• Automated content binding: Campaign videos are identified and matched to the deliverable without manual tagging, enabling rapid and reliable access to campaign performance.
• Deal-level reporting: Organic vs. paid views and other performance data land in a single view, replacing screenshots and spreadsheets.

"No other platform is connecting creator, content and commerce data at the scale we are, across Meta, TikTok, Later Creator and now YouTube," said Scott Sutton, CEO of Later. "For brands, that means creator selection grounded in evidence rather than guesswork, and reporting that helps connect content to purchase. For creators, it means brands have even greater insight into the true performance of creator content, leading to more brand investment into them. Everyone in the relationship comes out ahead."

The integration, which is already live across more than 300 campaigns and 70 brands, builds on established collaboration between the two companies. Later and YouTube have collaborated on creator-led advertising programs and industry programming including the Made You Look executive series and joint sessions at Cannes Lions.

Through Later, brands like Nike and Unilever can build campaigns against proven conversion data drawn from Later's 20 million creators, $3 billion in creator-attributed sales and more than 3,000 retailer integrations. Later's mission across influencer marketing and affiliate commerce is driving growth for brands and earnings for creators, and YouTube data now informs those same decisions.

To learn more, visit later.com.

About Later

Later is the world's most intelligent influencer marketing company, delivering the predictable performance enterprise brands demand and the reliable revenue creators deserve. Its AI-powered technology draws from a decade of creator, content, and commerce data from billions of social interactions, $3B+ in influencer-driven purchases, and deep integrations with Meta, TikTok, YouTube, and more. With its team of high-touch strategists, Later delivers campaigns that look like art and perform like science. Trusted by global leaders like Nike and Unilever, Later is where the creator economy meets the bottom line. Learn more at later.com.

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SOURCE Later