"Alphabet-owned (GOOGL) search engine giant Google has launched a new partnership program for its streaming platform YouTube. The program expands the company's current support ecosystem for its YouTube ad business. According to Google, the new program brings together a group of trusted third-party partners with expertise in ad buying strategies and campaign management. The goal is to help advertisers get the best results from their advertising projects on YouTube, which is the world's streaming platform."
"The new program expands on previous such networks launched by Google. For instance, YouTube BrandConnect was launched in 2020 and links brands with content creators for sponsored content on the streaming platform. The YouTube measurement program came earlier in 2018 and accredits third-party analytics providers. Google also has the Google Marketing Platform Partners, where it verifies third-party companies to provide services such as video and search advertising. It also has the Advertising Technology Partners, which offers information on independent ad measurement partners, among others."
"The launch comes at a time Alphabet is battling a hefty $3.45 billion fine from the European Commission over alleged anti-competitive practices in its online advertising technology business. It marked the fourth antitrust penalty levied against the tech giant by EU regulators in the past decade, with this one including the possibility of being forced to break up its AdTech bus"
Google launched a new partnership program for YouTube to expand support for its ad business. The program assembles third-party partners with expertise in ad buying strategies and campaign management to help advertisers improve campaign results on YouTube. Channel Factory, MiQ digital, Pixability and Zefr are onboarded and apply data analytics and AI to optimize brand advertising on the platform. The program builds on earlier Google initiatives such as YouTube BrandConnect (launched 2020) and the YouTube measurement program (2018). Google also verifies partners through Google Marketing Platform Partners and provides information via Advertising Technology Partners. The launch occurs amid an EU $3.45 billion fine and antitrust scrutiny of Google's AdTech business.
Read at TipRanks Financial
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