YouTube is giving creators new control over ad partnerships, making it easier for brands and content makers to work together. Creators in the YouTube Partner Program (YPP) can now start ad partnerships directly through YouTube. They no longer have to wait for advertisers to contact them first.
Brands get access to valuable data about how videos perform organically. They also get clear rights to use the videos when they link them through Google Ads. This new system protects creators by letting them limit their content to only approved advertisers.
The updated video linking system fixes several long-standing issues in collaborations between creators and brands. Before, creators did not have a direct way to start advertising relationships. They had to wait for advertisers to reach out to them.
Channels in the YouTube Partner Program can now take a more active role in making money. They can reach out to advertisers that fit well with their audience. This update is available to channels that run ads on Shorts.
A YouTube representative states: “We’re launching the ability for creators in YPP with more than 4,000 subscribers to send video linking requests for Shorts to advertisers via YouTube Studio. YouTube will recommend creator-initiated tagged content to brands if they choose to run ads.”
Key Features for Marketers
Performance Data
Creators can now link their videos to advertisers’ accounts.
YouTube video linking for advertisers
This shows how their content performs and connects with audiences. This information can shape future content plans. It can also help creators improve how they work with brands.
Once a video linking request is approved, advertisers can see information through their Google Ads accounts. This data includes organic video metrics such as view counts, engagement rates, and audience details. Rights Management
Creators can limit their content usage to only linked Google Ads accounts.
This feature, available through YouTube Studio’s advanced settings, helps stop brands from using a creator’s videos without permission. By linking videos to advertisers’ accounts, creators allow their content to be used in ad campaigns. A YouTube representative confirms creator-initiated video linking requests work the same as advertiser-initiated links.
These confirm rights between brands and creators. They also let advertisers see organic video performance in Google Ads. Up to 300 Google Ads accounts can be linked per channel.
Looking Ahead
With the launch of creator-initiated video linking, channels have more freedom to pick the brands they work with. This could lead to advertising opportunities that are more authentic and engaging.
