YouTube is experimenting with allowing creators to sell ads directly to brands instead of using the platform as a medium
- YouTube is considering releasing creators to sell ads directly to partners
- The move would mean a shift in the way YouTube has historically worked
- Ads are usually selected by YouTube and played via videos
YouTube is experimenting with a new format for selling ads that allows creators to sell directly to their partners.
According to Tube filter, who originally discovered the test, the program is currently very limited and would only allow creators to sell the ads to brands with which they previously had relationships.
While in its nascence, the concept of more explicitly letting creators know when and to whom they are selling ads is a formative change in the way the platform has traditionally worked.
YouTube can start having advertisers sell directly to partners after a test that was first noticed this week
For example, it would allow creators to formulate their own advertising strategy for their channels by curating their own partners.
Traditionally, video makers have been the whim on YouTube, which chooses which advertisements it displays in their videos.
WHAT ARE YOUTUBE PRACTICE POLICY?
YouTube says it does not allow content or behavior intended to harass, threaten or bully others.
It encourages users to report content or activities that they believe are in violation of the policy.
The site states that it does not allow the following types of content:
- Revealing someone’s personal information such as their address, private e-mail address, telephone numbers, passport number or bank account information.
- Content intentionally intended to humiliate someone.
- Content that makes offensive and negative personal comments / videos about another person.
- Content that encourages others to harass or threaten people on YouTube or outside of YouTube.
- Content with non-consensual sexual acts or unwanted sexualization.
- Content that threatens specific persons with physical damage or destruction of property.
- Content with offensive or threatening behavior aimed at a minor.
- Sexualize or humiliate a person who is involved or present in any other non-sexual content.
- Content that claims that specific victims of public violent incidents or their loved ones are actors, or that their experiences are false.
However, as noted by The Verge, it can cause disclosure problems in the event that a maker, for example someone who reviews makeup, makes content about a brand with which they have a financial relationship.
Those makers can be required by the FTC to disclose those relationships, which is a provision that can provide the platform for enforcement.
It is unclear how many makers participate in the test and whether YouTube intends to roll out the feature more widely.
If his other efforts to diversify the ways in which creators can squeeze revenues from their channels are some indication, the format may come into effect at some point.
Last year the platform also rolled out ‘Super Stickers’ that can be purchased for users between 99 cents and $ 50 with the money that goes to the maker of their choice.
According to YouTube, the stickers are introduced after the success of a previous feature called superchats that allows users to purchase a message that stands out in the chat of a stream.
Like superchats, the stickers are used as a tool to help creators get extra money from their pages outside the traditional model of sharing in advertising revenue.