YouTube could in the future allow creators to sell ads in their videos, according tomedia outlet Sfilter. “We’re trying a new way to get creators to sell advertising spaces to brands they’ve partnered with,” tom Leung, YouTube’s director of product management, said in a recent Creator Insider video. He added that YouTube was aware of the interest of many creators and said the feature was being tested in a “very small pilot project.”
Tom Leung did not provide any information about the details of the creator’s ad sales. Tubefilter asked YouTube a number of questions, but the platform declined to comment.
YouTube appears to be testing a partner’s version of the creator of the ad, it said. Partner-sold ads, launched in 2010, allow organizations, from major media companies like NBC to digital content studios such as Soul Pancake, to control their Own YouTube ad inventory. In order to qualify for ads sold by partners, organizations must be reputable, distribute their content across multiple platforms, and have the company’s infrastructure to support advertising sales.
An important privilege to qualify a partner for selling ads is the ability to sell ads on videos that are usually depublicized. According to YouTube, companies can run ads in these videos because “they take the risk of handing them over to content advertisers who might not have thought the brand is appropriate.”
If this advantage continues, qualified creators will be able to earn advertising revenue again (provided YouTube is willing to allow those channels to sell their ad spaces, and marketers are happy with the ads running on that content).
Although the ads sold by partners have been around for a decade, YouTube rarely posts information about how it works. When a partner advertises, YouTube charges a percentage of the sales price, but it’s not clear how much. We don’t know if YouTube receives less or more AdSense revenue from advertising partners than from other ads for channels and other ads that show their videos. (Usually when YouTube sells ads, YouTube accounts for 45 percent of revenue and 55 percent of creators.) We also don’t know if YouTube has set a minimum amount of ad space that partners must sell, or if it limits the amount of advertising resource stake that partners control.
Another unknown is what It means when Leung specifies that creators can sell ads to “brands that already have a partnership.” It’s not clear what kind of “partnership” it is, but it could mean That YouTube doesn’t want creators to touch new or unfamiliar brands to provide them with advertising space. Instead, it may want them to be limited to companies that have paid for them or work edify with them to use branded goods.
In addition, it is not clear whether creators are required to disclose this information when selling ads. YouTube seems to be pushing creators to sell products to brands they already have in substance, which could lead to disclosures that have not yet been encountered. For example, if the creator of a makeup video works with the eye shadow brand and then publishes a YouTube video about the eye shadow disk, the current guide requires creators to make it clear that they have a substantial partnership with the brand. But what happens if creators also sell ads to companies through video? Do you need any additional disclosure? Or are ads sold by partners subject to a series of different regulations?
YouTube has not responded to a request for comment.