After a troubling 2017 for its advertisers, YouTube is doubling down on its efforts to ensure brand safety. Here’s what you need to know:
- There will be a new approach to the criteria for the YouTube Partner Program (YPP)
- Changes to Google Preferred
- Additional controls and more transparency for customers
YouTube Partner Program:
Starting today, new creators applying to the YouTube Partner Program will need to have accumulated 4,000 hours of video watch-time for their videos within the past 12 months and have 1,000 subscribers to be eligible to earn advertising revenue from their channels. In the past, the minimum threshold to participate in the revenue-sharing program was 10,000 views.
According to YouTube, this new policy will give the company more time and information to determine whether a channel follows its community guidelines and policies.
According to Google, 99% of existing creators affected by these changes were making less than $100 per year, which is the minimum amount Google pays out to creators via AdSense.
Google Preferred changes:
Google preferred ads will now only run on videos that have been human verified for their compliance with YouTube’s advertiser-friendly guidelines. The company expects to complete this verification of video placements in Google Preferred by mid-Feb (US) and by end of March (ROW.)
More control and transparency for YouTube customers:
In the coming months, YouTube will introduce a “three-tier suitability system” that will allow advertisers to reflect their view of appropriate placements for their brand, while understanding potential reach trade offs.
Additionally, Youtube has started working with vendors to provide 3rd party brand safety reporting on the platform. Currently, YouTube is in beta with IAS and is planning to launch a beta with DoubleVerify soon.
“We look forward to scaling to other companies over the course of the year,” the company expressed in its announcement.