Blogger's Park: YouTube vs creators

For advertisers, it’s a good opportunity to go micro and sharpen their targeting, while making sure all of this plays out in a brand-safe environmentBy Gopa KumarYouTube has announced some major changes to its video monetisation policy, which allows the company to run ads on all video content from this month. However, it will only pay creators who have qualified for the YouTube Partner Program (YPP). And this has created much dissonance with creators at large.Before going into its advantages and disadvantages for advertisers/ brands and, more importantly, creators and, of course, the users at large, here’s a background on YPP. The program enables content creators who have at least 1,000 subscribers to monetise their videos and share the revenue that YouTube earns from advertisers. It’s a partnership between YouTube and creators to create content and provide a platform for its content to get more users engaged on YouTube and, thereby, earn money from advertising.What has changedThe change is, before this update YouTube used to place ads only on creator platforms that were part of YPP with a certain number of subscribers and views. Now, YouTube can place ads on any content of its choice. However, creators who are not…
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