A New Approach to YouTube Monetization

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In an effort to regain advertisers’ trust, Google is announcing what it says are “tough but necessary” changes to YouTube monetization.

For one thing, it’s setting a higher bar for the YouTube Partner Program, which is what allows publishers to make money through advertising. Previously, they needed 10,000 total views to join the program. Starting today, channels also need to have 1,000 subscribers and 4,000 hours of view time in the past year. (For now, those are just requirements to join the program, but Google says it will also start applying them to current partners on February 20.)

 

So in addition, Google explained:

Greater transparency and simpler controls over where ads appear

We know advertisers want simpler and more transparent controls. In the coming months, we will introduce a three-tier suitability system that allows advertisers to reflect their view of appropriate placements for their brand, while understanding potential reach trade offs.

We also know we need to offer advertisers transparency regarding where their ads run. We’ve begun working with trusted vendors to provide third-party brand safety reporting on YouTube. We’re currently in a beta with Integral Ad Science (IAS) and we’re planning to launch a beta with DoubleVerify soon. We are also exploring partnerships with OpenSlate, comScore and Moat and look forward to scaling our third-party measurement offerings over the course of the year.

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