YouTube creator partnerships in Display & Video 360 is the space where brands can find YouTube creators to partner with on sponsored content and creator partnerships boost.
On this page
- Eligibility requirements
- Availability
- Overview
- Creator search
- Analytics
- Management
- Frequently asked questions
Eligibility requirements
You can use the general features of YouTube creator partnerships if you’re registered in a location where the YouTube Partner Program (YPP) is active.
Some features of YouTube creator partnerships are only available if you meet the following requirements:
- Verified advertiser
- Large Customer Sales (LCS) or Google Customer Solutions (GCS) assigned
- Not in a prohibited or restricted category
Availability
YouTube creator partnerships is in Open Beta and rolling out to accounts and markets as eligibility is met.
Access YouTube creator partnerships
You can access Creator partnerships in Display & Video 360 by going to the "YouTube creator partnerships" tab in the "Resources" tab in your advertiser.
Overview
The Overview tab lets you explore suggested sponsored creator videos that mention your brand (Brand Mentions), helping you find and promote relevant creator content. Learn more about the Overview tab in Display & Video 360.
Creator search
Creator search can help you discover creators to partner with. You can search for creators, view creator profiles with rich insights, and apply filters to help you narrow down and decide if you want to partner with a creator. Learn more about Creator search in Display and Video 360.
Analytics
The Analytics section provides organic insights into the performance of your creator partnership campaigns. Learn more about Analytics in YouTube creator partnerships in Display and Video 360.
Management
The "Management" tab in YouTube creator partnerships allows for tracking inquiry statuses, monitoring responses to linking requests, and following up on collaborations. Learn more about Outreach and Management in Display and Video 360.
Frequently asked questions
In what markets are YouTube creator partnerships available?
Creator search and Overview are available in all locations where the YouTube Partner Program (YPP) is active. Search results are optimized for a selection of languages and locations; while search is accessible in other YPP locations, results may not be fully optimized. Accounts registered in inactive YPP locations are restricted from accessing these features.
Why does the search for a YouTube channel return more than one channel?
In most cases, YouTube channel search will return not only the exact channel you searched for but also other channels that are closely related to the channel. These include, but aren't limited to, other channels owned by the same creator, channels that have collaborated or mentioned the channel being searched.
I applied an audience filter and now the search results seem really limited. Why?
Applying audience filters, performance, and some other filters excludes the creators who haven't opted in to share their detailed channel insights. In these cases, an informational message to this effect will be displayed.
What is Brand Partner Access?
Linking a video made by a YouTube creator to your Display & Video 360 account allows you to view video performance insights, such as organic view count and show ads to people who have watched the video. Also, by accepting the video link request, the creator enables you to promote their video as part of your ad campaigns. Learn how to Link YouTube creator videos to your Display & Video 360 account.
How do you detect videos for my brand?
We use signals available in your Display & Video 360 account to find content that’s relevant to your brand. Examples include, but aren't limited to:
- Display & Video 360 account name
- Business name used when running ad campaigns
- Name of your linked YouTube channel
- Ad creatives used in campaigns
- Landing page URLs used in ads CTA
YouTube content that we match against includes:
- Creator who is part of YouTube Partner Programme (YPP)
- Languages: English, Japanese, German, Portuguese, French, Italian, Spanish, Indonesia, Hindi, Korean
- Partnership signals
- For example, #sponsored, #ad, and video marked as having a paid product placement
- Other signals
- For example, minimum number of views
Google is continuously expanding these signals to improve the quality of recommendations.
How can I improve video suggestions?
You can help improve the quality of video suggestions by doing the following:
- Update your account name to reflect your brand.
- Connect your brand’s Merchant Center to your Display & Video 360 account. Learn how to Link a Display & Video 360 account to Merchant Center.
- Connect with your influencer team and ensure that new sponsored content is labelled as a paid product placement.
Why don't I have any video suggestions?
YouTube creator partnerships is in open beta and may not have finished reviewing videos for your brand yet. This is still in development and more content will be released with future updates.