YouTube's Measurement Program Takes On New Partners

CreatorIQ has joined YouTube’s Measurement Program (YTMP), adding the enterprise influencer solution to the program’s roster.

The news, announced Wednesday, puts CreatorIQ in YTMP Partners vetted group and as a certified vendor.

As a partner in the “Content Insights” category, CreatorIQ will access deeper insights on trending topics for YouTube creators to improve content performance and advance its position as an in-house platform for enterprise brands.

CreatorIQ had to meet Google’s and YouTube’s compliance policies, as well as go through an extensive screening and vetting process, said Jenny Risch, director of strategic partnership at the company.

“The process ensures our brand partners receive deeper insights around trending cultural topics, creators, and content performance, which will help optimize and scale influencer marketing practices,” she said.

CreatorIQ works with companies like CVS, Dell, H&M, Mattel, Salesforce, Rakuten, and Sephora. The company has powered brands like Unilever to set global measurement standards for the influencer marketing industry.

The news comes on the heels of the company raising $24 million.

Led by Kayne Partners Fund, the private equity group of Kayne Anderson Capital Advisors, the Series C funding round will support growth in five areas -- user experience, data science, paid media and advanced measurement, global expansion, and strategic partnerships.

The round’s other participants include TVC Capital and Unilever Ventures.

Next story loading loading..