When you turn on monetisation for your channel, you can choose to share in revenue from ads being served on the watch page or in the Shorts Feed. Ads are served through the ad auction, Google Ad Manager and other YouTube-sold sources. Once you've turned on monetisation, it may take some time for ads to be shown.
The ads on your video are automatically chosen based on context like your video metadata and whether the content is advertiser-friendly.
We regularly monitor and update our systems to deliver the most relevant ads to your videos. However, we don't manually control every ad that is shown with your videos, so we can't guarantee that we'll play specific ads.
Ads will not always be shown on monetised videos. There may not always be an ad available at the time of viewing. If you think that there's a problem with ads, learn why ads might not be showing on your videos.
What are Partner Sold ads?
Since 2010, YouTube has allowed a few partners to sell ads for the content that they place on YouTube. These ads are called 'Partner Sold ads'. To qualify for Partner Sold ads, organisations must distribute content across different platforms and have the company infrastructure (including sales forces) to sell ads against their videos.
For Partner Sold ads, the partners work directly with advertisers to serve ads on content that they own. Advertisers buy ads from these partners so that the ads show up on specific content. This means that Partner Sold ads may even show on videos that YouTube considers 'not suitable for most advertisers'. These partners take full responsibility for the ad placement by working directly with the advertisers. They bear the full risk of putting ads on content that advertisers may not think is brand suitable.
Partners can't sell ads against content that is related to tragedies.
How is political advertising in the European Union treated?
Important: Starting on 10 October 2025, when new European Union regulations on political advertising come into effect, Google will no longer allow political advertising in the EU. If you are a creator whose promotions through YouTube Promote contain EU political ads, you will still be able to use YouTube Promote on your video. However, you will have to self-declare if your content contains an 'EU political ad' and the promotion will not be available to viewers in the EU. Learn more.