Creator partnerships in Display & Video 360 is the space where brands can find YouTube creators to partner with on sponsored content and partnership ads.
On this page
Availability
Creator partnerships is in Open Beta and rolling out to accounts and markets as eligibility is met.
Access Creator partnerships
You can access Creator partnerships in Display & Video 360 by going to the "YouTube creator partnerships" tab in the "Resources" tab in your advertiser.
Creator search
Creator search can help you discover creators to partner with. You can search for creators, view creator profiles with rich insights, and apply filters to help you narrow down and decide if you want to partner with a creator.
How to use Creator search
You can find creators for your advertising needs using keyword search or searching for a YouTube channel.
- Navigate to the search bar at the top of the page under the “Creator search” tab.
- Type in a keyword or a YouTube channel handle along with the @ symbol. For example, “summer beauty trends” or “@ YouTube channel name”.
- Select or press enter for the search results. Creators are shown in the card view by default. Use the toggle to switch to table view.
Table view
- The table view allows for customization with the addition of more metrics. To do so, select the columns icon
.
- Modify columns by selecting from a wide array of fields to be added to the table.
- Select Apply to view the newly added columns.
.Filters
- By default, you will find 4 filters: Subscriber count, average views, creator location, and ways to contact.
- You can add more filters by selecting Add filter. To clear filters, you can select the x icon or “clear all”.
How to use creator profiles
After you’ve searched for a set of creators and applied filters to a smaller pool, you can view detailed insights about a creator to help make an informed decision.
- Select See details or the channel avatar on the “Search results” page.
- You will find a slidealog with detailed insights including recent and relevant videos, core metrics that can be sliced by time, and audience insights for those creators who have shared their detailed channel insights.
- You can reach out to these creators through their publicly available business inquiry email, if available.
Frequently asked questions
In what markets is Creator partnerships available?
Currently, the Creator partnerships search feature is only supported in English. Contact your Display & Video 360 representative to inquire about access.
Why does the search for a YouTube channel return more than one channel?
In most cases, YouTube channel search will return not only the exact channel you searched for but also other channels that are closely related to the channel. These include, but aren't limited to, other channels owned by the same creator, channels that have collaborated or mentioned the channel being searched.
I applied an audience filter and now the search results seem really limited. Why?
Applying audience filters, performance, and some other filters excludes the creators who haven't opted in to share their detailed channel insights. In these cases, an informational message to this effect will be displayed.
What’s video linking?
Linking a video made by a YouTube creator to your Display & Video 360 account allows you to view video performance insights, such as organic view count and show ads to people who have watched the video. Also, by accepting the video link request, the creator enables you to promote their video as part of your ad campaigns. Learn how to Link YouTube creator videos to your Display & Video 360 account.
How do you detect videos for my brand?
We use signals available in your Display & Video 360 account to find content that’s relevant to your brand. Examples include, but aren't limited to:
- Display & Video 360 account name
- Business name used when running ad campaigns
- Name of your linked YouTube channel
- Ad creatives used in campaigns
- Landing page URLs used in ads CTA
YouTube content that we match against includes:
- Creator who is part of YouTube Partner Programme (YPP)
- Languages: English, Japanese, German, Portuguese, French, Italian, Spanish, Indonesia, Hindi, Korean
- Partnership signals
- For example, #sponsored, #ad, and video marked as having a paid product placement
- Other signals
- For example, minimum number of views
Google is continuously expanding these signals to improve the quality of recommendations.
How can I improve video suggestions?
You can help improve the quality of video suggestions by doing the following:
- Update your account name to reflect your brand.
- Connect your brand’s Merchant Center to your Display & Video 360 account. Learn how to Link a Display & Video 360 account to Merchant Center.
- Connect with your influencer team and ensure that new sponsored content is labelled as a paid product placement.
Why don't I have any video suggestions?
Creator partnerships is in open beta and may not have finished reviewing videos for your brand yet. This is still in development and more content will be released with future updates.