April 20, 2026
YouTube creator partnerships: Creator-initiated brand partner access
Launching later this month, Display & Video 360 will support creator-initiated brand partner access, allowing advertisers to manage video linking requests sent directly by YouTube creators. Creators will be able to add you as a brand partner in YouTube Studio to grant brand partner access of their sponsored video to your Display & Video 360 account. This enables advertisers to easily discover, review, and use these creator videos to run Creator partnerships boost.
Expansion of lookalike segments to YouTube & partners
Lookalike audiences are becoming the new standard for reaching users modeled after your first-party data. Currently exclusive to Demand Gen, Lookalike targeting will soon expand to YouTube Auction and Non-Guaranteed Instant Deal line items. This unified solution replaces "Audience Expansion," offering greater consistency and precision across platforms. Expect a full rollout in the coming weeks.