YouTube tests a new pilot program that allows creators to sell ad-space directly to brands

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 28, 2020, 10:14 AM UTC

The move will give creators control over the type of ads playing on their videos.

YouTube recently announced a new pilot program for creators, which will allow them to sell ad spaces on their videos to brands directly. However, the video-streaming site has not outlined any guidelines for the deals between brands and creators.

The new pilot program is extremely limited and is available only to creators and brands that already have a relationship. While independent advertising strategy was requested by creators before, the piece says that “murky disclosure situations” prevented it.

At the moment, it is uncertain as to how many creators are part of the deal and if other creators could join in. Tom Leung, of YouTube, said, “It’s a very small pilot now, but as we have more information, we will definitely share it out as soon as we can”.

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