YouTube is starting to roll out a fresh approach to monetization, starting with three significant updates.
1. YouTube now has stricter criteria for monetization
In the past, channels had to reach 10,000 total views to be eligible for the YouTube Partner Program (YPP). Acceptance will not be based solely on views anymore. They will now take channel size, audience engagement, and creator behavior into consideration to determine eligibility for ads.
New channels will need to have 1,000 subscribers and 4,000 hours of watch time within the past 12 months to be eligible for ads. These new requirements will be enforced starting February 20, 2018.
YouTube will also closely monitor things like community strikes, spam, and another abuse flags to ensure that users comply with their policies. Existing channels will be automatically evaluated. Any channel that violates their policies, will be removed from YPP.
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2. Google Preferred content will be manually reviewed
Google Preferred will now offer the most vetted content on YouTube, along with the most popular. This platform was created to show YouTube’s most engaging channels and to help their customers reach more viewers.
The channels included in Google Preferred will be manually reviewed and ads will only run on videos that have been verified to meet their ad-friendly guidelines. This review is expected to be complete by mid-February in the US and by the end of March for other markets where it is offered.
3. Better transparency and simpler controls for ads
YouTube has listened to what their advertisers want and will have a solution in the coming months. They are scheduled to introduce a three-tier suitability system that allows advertisers to reflect their view of appropriate placements for their brand, while understanding potential reach trade offs.
The platform has also started working with trusted vendors to provide third-party brand safety reporting on YouTube to provide more transparency for advertisers to see where their ads run. Currently, they are in a beta with Integral Ad Science (IAS) and they are planning to launch a beta with DoubleVerify soon. Other partnerships with OpenSlate, comScore, and Moat are also being explored at this time.
YouTube promises to continue making the necessary changes for advertisers to reach over 1.5 billion people worldwide who are truly engaged with content they love.
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