YouTube Promises Brand Safety to Advertisers; Modifies Monetisation Eligibility for Creators
The changes will improve transparency for advertisers and protect creators from bad actors
YouTube on Tuesday introduced changes to the YouTube Partner Program (YPP) to improve brand safety and safeguard the interests of marketers. The video-sharing platform’s effort in 2018 will be focused on strengthening requirements for monetisation so spammers, impersonators, and other bad actors can’t hurt our ecosystem or take advantage of creators, while continuing to reward healthy and positive creators.
The higher standards that YouTube will implement “will help us prevent potentially inappropriate videos from monetising which can hurt revenue for everyone,” said Neal Mohan, Chief Product Officer and Robert Kyncl, Chief Business Officer in an official YouTube blog.
The basic threshold for monetisation has been changed to 4,000 hours of watchtime within the past 12 months and 1,000 subscribers. Youtube hopes that this will improve its ability to identify creators who contribute positively to the community and help drive more ad revenue to them (and away from bad actors)
Size will not be the only criterion to determine whether a channel is suitable for monetization, both Mohan and Kyncl noted. “So we’ll continue to use signals like community strikes, spam, and other abuse flags to ensure we’re protecting our creator community from bad actors,” the blog noted.
This move follows CEO of YouTube Susan Wojcicki’s introspective blog post in December 2017 when she noted that 2017 was a tough year for YouTube because of a significant increase in bad actors seeking to exploit the platform. These bad actors exploited the platform by “sharing extremist content and disseminating misinformation, to impersonating creators, to spamming our platform with videos that masquerade as family-friendly content, but are not. These actions harm our community by undermining trust in our platform and hurting the revenue that helps creators like you thrive,” she noted.
In December 2017 YouTube announced a preliminary set of checks and balances to protect the creator community against violent or extremist content, testing new systems to combat emerging and evolving threats.
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