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YouTube is making it more difficult for video creators to join in its ads program so it can better control the platform for advertisers.

YouTube announced the new eligibility requirements for video makers in a blog post Tuesday, and they set a new bar for popularity a creator must achieve in order to show ads. YouTube, owned by Google, also changed the protocols for vetting Google Preferred videos, promising full human oversight of the program.

Google Preferred is a select ad program meant to serve ads to only the highest quality videos, but brands have found ads running alongside videos they find objectionable, falling short of the premium placement they were promised.

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