Helping partners help themselves

Monday, July 27, 2009 | 9:13 AM

We've been working hard to increase the amount of monetizable content available on YouTube, but we think it's also important to develop more effective ways for partners to monetize it. In some cases, we've worked with partners to leverage the strength of their own sales forces, so they can sell their own ads on YouTube. This has proven to be a valuable option for partners who can package together all their content for advertisers, no matter where it's distributed online. Currently, about 50 partners can sell their own ads against millions of impressions on YouTube every day.

Today we're announcing a trial with FreeWheel that will allow some partners who sell their own ads to serve those ads directly into their videos on YouTube. (Previously, ads sold by these partners were still served by YouTube.) This will create a more centralized, streamlined process for partners in the test program, making it easier for them to sell ads and make even more money from their content. This is an exciting development, because more effective monetization is good for everyone -- more money for partners, large and small, leads to the creation of even higher quality content, which leads to a better user experience and more opportunities for advertisers and the YouTube community overall.

As we are in the early stages of this test, this feature is currently only available to a closed set of beta partners. Stay tuned for announcements when we expand the program in the near future.