YouTube’s new ad policy may impact brands, creators

YouTube’s updated ad policy gives it the power to place ads on any content of its choice, and not just the more popular channels covered by YouTube’s partner programme (YPP). The platform will also not share the revenue it makes from such ads with content creators.

Digital marketing experts said YouTube’s revised terms of services will affect advertisers, content creators, as well as viewers. Advertisers, for instance, will have the flexibility to choose creators on whose content they would like to place an ad.

“Advertisers can, therefore, micro-target audiences through particular creators. For instance, if an advertiser wants to publish ads on humorous content, they can do so even if the creators are not a part of YPP.