YouTube has launched a new Activation Partners program that links advertisers and agencies with verified third-party experts in YouTube advertising. According to YouTube, it aims to enable brands to find trusted companies that can manage and optimize their ad campaigns across YouTube’s ecosystem.

How the YouTube Activation Partners program works

The YouTube Activation Partners program operates through the Enterprise Marketing Portal, where advertisers can browse a roster of approved companies. Each approved partner carries a YouTube Activation Partner badge, indicating that they have been vetted and recognized by Google for their reliability and expertise.

Advertisers can use this portal to connect with agencies that specialize in YouTube media buying and campaign execution. These partners are expected to support advertisers looking to improve the effectiveness of their video campaigns, the platform noted.

Launch partners for the program include Channel Factory, MiQ Digital, Pixability, and Zefr.

This move also builds on YouTube’s broader effort to reach advertisers through verified partnerships. According to Nielsen data, YouTube has maintained its position as the top streaming platform in the U.S. for over two years. With that scale, the company could be creating more ways for advertisers to navigate and leverage its vast inventory.

This launch also adds to a series of features YouTube has introduced to strengthen its ad ecosystem. Recent efforts include tests for swappable sponsorship slots for long-form videos and the addition of side-by-side ads to livestreams.

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