VMPL
New Delhi [India], April 1: Qoruz, a creator intelligence and collaboration platform, is among the first companies in India to integrate YouTube's newly launched Creator Partnerships API, enabling access to YouTube's first-party data and marking a shift towards more data-backed creator collaborations for brands. The move also positions Indian platforms among the early adopters of YouTube's creator data infrastructure globally.
The integration allows Qoruz to access this data directly from YouTube, giving brands verified, first-party insights into creator audiences and content performance. Unlike surface-level or estimated data, this provides a more reliable view of who is actually watching, how content is consumed, and how audiences engage.
With this, brands can identify the right creators using verified data, making it easier to evaluate and shortlist partners. It also gives clearer context on audience quality and performance, helping brands compare creators more effectively and make better-informed decisions before activating campaigns.
"With our partnership with YouTube, we're now able to bring in deeper audience and performance signals directly into Qoruz," said Aditya Gurwara, Co-founder and Head of Brand Alliances at Qoruz. "This includes things like average watch time, view percentage, unique viewers, and even audience interest based on what people are actually watching. For brands, it just makes campaigns easier to plan and evaluate, because you're not only looking at reach, but also how people are actually consuming the content. That context helps in choosing the right creators and understanding what's working during the campaign."
The integration also enables brands to measure impact more consistently across both organic and paid campaigns by connecting creator partnerships with amplification efforts. This addresses a key gap where performance has traditionally been assessed through fragmented or self-reported data, limiting visibility into actual ROI.
"Creator marketing has become a core growth channel, but it has largely operated on visible surface-level metrics like followers or engagement rate," said Praanesh Bhuvaneswar, Co-founder and CEO at Qoruz. "Measurement hasn't kept pace with the scale of investment from brands. With direct access to YouTube's data layer, we're able to give brands a clearer view of audience behavior and campaign impact. This changes how decisions are made, from selecting creators to evaluating outcomes with more confidence."
This also brings more consistency to campaign tracking by connecting creator activity with actual audience engagement data, offering a clearer way to measure performance across campaigns.
As platforms move closer to first-party integrations, the focus in influencer marketing is shifting from creator discovery to deeper audience intelligence and more accountable campaign measurement.
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