What publishers need to know about changes in YouTube monetization

Google has announced new changes to YouTube monetization, while assuring its advertisers that their ads are now less likely to run on random, fly-by-night channels. The company added that the changes apply for the more exclusive Google Preferred program, and is supposed to be limited to the best and most popular content.

Under the new program, it would offer not only the most popular, but also the most vetted content on YouTube.

While previously, channels had to reach 10,000 total views to be eligible for the YouTube Partner Program (YPP), the new changes will center around the process that determines which channels can run ads on YouTube.

Instead of acceptance based on total views, Google will now consider channel size, audience engagement, and creator behavior into consideration to determine eligibility for ads. And preferred contents would be manually curated, with ads running only on videos that have been verified to meet its ad-friendly guidelines.

Going forward, 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.

And YouTube will introduce a “three-tier suitability system” in the next few months, to give marketers more control over the option to chose running ads in safer environments versus more reach.

The enforcement on these new requirements for existing channels in YPP will begin on February 20th, 2018. Additional information can be found on the Help Center.
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