Adweek: YouTube Is Finally Addressing Brand Safety Fears with These 3 Changes

For the past year, YouTube has been facing backlash from brands who are concerned about their ads appearing alongside content that doesn’t align with their values. That’s why now, according to Adweek, the video platform is creating new policies for how creators are able to make money off of their videos. In a blog post quoted by Adweek, YouTube VP of Display, Video and Analytics writes, “While we took several steps last year to protect advertisers from inappropriate content, we know we need to do more to ensure that their ads run alongside content that reflects their values.”

YouTube is taking three steps to ensure that brands are satisfied with their ad placements. The first is eliminating programmatic premium ads—YouTube is now manually screening individual video for Google Preferred channels. The platform is also requiring YouTube channels to exceed 1,000 subscribers and 4,000 hours of watch time in one year to run ads. Lastly, YouTube is introducing a three-tiered system for media buys that’s designed to increase transparency for brands so that they know where their ads will appear.

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