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State of the Screens

YouTube Alters Partner Program Eligibility, Vows All Google Preferred Videos Will Be Human-Verified

By January 22, 2018No Comments

Big changes are coming to the Google Preferred ad program.

What is Google Preferred? This is a YouTube program that provides advertisers with the opportunity to buy advertising on the most popular 5% of videos.

Every video that qualifies for the program will be reviewed by a human.

This review process is a massive undertaking and is a primary driver for Google’s promise to hire 10,000 people to review/remove content.

This is a positive for advertisers since it should alleviate concerns about having your message next to objectionable content on YouTube.

This is a positive for Google since it should stabilize/increase CPMs as more advertisings keep YouTube in the media plan.

1) Google tightens YouTube rules to clean things up for advertisers

2) Facebook chooses friends over publishers

3) Facebook’s Ad Business May Power Through News Feed Change

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.