Agentio Scales Creator Advertising for Graza

Creator advertising is moving closer to the operating model of other paid media channels, with brands increasingly looking for scalable buying, measurement and optimization rather than one-off influencer partnerships.

Agentio, a creator-media buying platform, says olive oil brand Graza used its platform to expand creator advertising across YouTube and Meta without hiring a dedicated influencer manager. The case study highlights how automation and performance data can reduce the operational burden associated with sourcing, contracting and managing large numbers of creator partnerships.

Graza has used creators since launching, but expansion into additional products and retail distribution increased the complexity of managing partnerships. Agentio says its platform consolidated creator discovery, contracting, booking, campaign execution and creator-level performance tracking.

The platform uses AI-assisted creator-brand matching alongside direct booking, standardized pricing and automated campaign management. Graza can also reuse YouTube creators for Meta Partnership Ads, creating a workflow that links creator content with paid social distribution.

Market Landscape

The creator economy is increasingly intersecting with performance advertising. The distinction between influencer marketing and paid media is becoming less pronounced as platforms provide advertisers with more granular measurement, amplification and audience targeting capabilities.

For brands, the operational challenge is significant. Creator campaigns typically involve discovery, outreach, negotiations, contracts, creative approvals, publishing and performance analysis. Scaling those processes manually can turn creator marketing into a resource-intensive function, particularly for smaller marketing teams.

Agentio’s approach reflects the emergence of creator-media infrastructure designed to standardize those workflows. Instead of treating every creator relationship as a standalone sponsorship, platforms are increasingly positioning creators as repeatable media inventory that can be evaluated, bought and optimized.

That shift also changes the role of creator data. Rather than simply identifying audience size, advertisers can examine content performance and use those signals to decide which creators or categories warrant additional investment.

What Graza’s Results Show

According to Agentio’s case study, Graza’s creator integrations generated more than 33 million views, twice the expected delivery, while achieving an 87% view-through rate.

The company also reported a 50% reduction in effective CPM compared with contracted CPM as YouTube videos continued accumulating views after publication. Graza recorded a 36% creator renewal rate, meaning more than one-third of partnerships were valuable enough to repeat.

Those figures come from a vendor case study and should therefore be treated as company-reported results rather than an independent benchmark.

More strategically significant is how Graza approaches measurement. The company evaluates creator media using incrementality and the broader contribution of upper-funnel investment rather than relying exclusively on clicks.

That distinction becomes particularly important for consumer brands with substantial offline distribution. A customer can discover a product through a YouTube creator and purchase it later in a grocery store, creating a conversion path that conventional last-click attribution may not capture.

Advertiser and Platform Impact

The case also demonstrates how creator media can expand beyond a brand’s established audience assumptions.

Agentio’s data reportedly identified van-life creators as a potential category for Graza, alongside the brand’s more familiar home-chef creator base. The resulting content became some of Graza’s strongest-performing material, according to the case study.

For advertisers, this points to a potentially valuable role for creator-media platforms: not simply automating existing influencer workflows, but identifying audiences and content environments that marketers might overlook.

For YouTube and Meta, the broader trend means creator content increasingly functions as both organic media and paid advertising inventory. Tools that allow brands to discover, contract and amplify creators across channels could further blur the boundary between influencer marketing, social advertising and programmatic-style media buying.

Strategic Outlook

The next stage of creator advertising is likely to focus less on how many creators a brand can work with and more on whether those partnerships can be operated as a measurable media portfolio.

Automation can address the administrative bottleneck, but measurement remains the harder strategic problem. Views, engagement and CPMs do not necessarily demonstrate incremental sales. Brands with strong retail distribution will increasingly need methods that connect upper-funnel creator exposure with outcomes that may occur outside the originating platform.

For lean marketing teams, the opportunity is significant: creator partnerships can become a repeatable acquisition and brand-building channel without requiring a large influencer-operations department.

The longer-term competitive question is whether creator-media platforms can deliver the same level of accountability advertisers expect from established paid channels while preserving the authenticity and creative differentiation that make creator advertising effective in the first place.

Top Insights

Creator media is becoming more operationalized. Discovery, contracting, booking and measurement are moving into integrated platforms.
Cross-channel amplification is growing. YouTube creator relationships can increasingly feed paid social campaigns on platforms such as Meta.
Incrementality matters for retail brands. Offline purchases can make click-based attribution an incomplete measure of creator impact.
Data can uncover unexpected creator categories. Performance signals may identify audiences that brand teams would not naturally test.
Automation lowers the scaling barrier. Lean teams can potentially manage larger creator programs without matching increases in headcount.

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