Continuing with their effort to protect users, advertisers and creators from bad actors Google has announced a fresh approach to advertsing on YouTube with three siginificant changes coming soon.
Stricter criteria for monetization
In this category Google is making changes to the process involving which channels can run ads on YouTube.
Now, instead of basing eligibility for the YouTube Partner Program (YPP) of a channels that reach total 10,000 views, the channels will now need to have “1,000 subscribers and 4,000 hours of watch time within the past 12 months” to be eligible to run ads.
The enforcement of these new requirements will come into effect beginning February 20th, 2018 for all existing channels in YPP.
Additionally, Google notes it will also closely monitor signals like community strikes, spam, and other abuse flags to ensure existing YPP channels’ compliance with policies. And, if a channel is found repeatedly or egregiously violating community guidelines will be removed from YPP.
And, as always any account with three community guidelines strikes will be removed alongwith all its channels from the YouTube.
“This combination of hard-to-game user signals and improved abuse indicators will help us reward the creators who make engaging content while preventing bad actors and spammers from gaming the system in order to monetize unsuitable content,” writes Google.
Also, moving towards Google Preferred will be manually reviewed and ads will only run on videos that meet guideline. Google Preferred will now the most vetted as well as the most popular content on YouTube.
The manual reviewing of Google Preferred channels and videos will be completed by mid-February in the U.S.. And, by the end of March in all other markets, says Google.
Lastly, a new three-tier suitability system will be introduced in the coming months, so advertisers can give view of appropriate placements for their brand, while understanding potential reach trade offs.
Also, advertisers will soon gain transparency around where their ads run with a new third-party brand safety reporting on YouTube, which is currently in a beta with Integral Ad Science (IAS), and will soon launch with DoubleVerify.
Here is what Google posted:
On February 20th, 2018, we’ll also implement this threshold across existing channels on the platform, to allow for a 30 day grace period. On that date, channels with fewer than 1,000 subs or 4,000 watch hours will no longer be able to earn money on YouTube. When they reach 1,000 subs and 4,000 watch hours they will be automatically re-evaluated under strict criteria to ensure they comply with our policies. New channels will need to apply, and their application will be evaluated when they hit these milestones.
Google notes it’s also scaling third-party measurement offerings with OpenSlate, comScore and Moat over the course of the year.
In other advertising releated news, Google is advising all AdSense publishers to opt for Electronic Funds Transfer (EFT) payment method, which is not only fastest by also most secure.
Once you opt-in to this payment method and entered specific bank account information, Google will verify your bank account by deposting a small test amount to ensure that you will receive your payment.
For more information, watch the video below that guides you through the process of adding EFT as a payment method, from start to finish, or visit this Help Center: