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The YouTube video sharing website logo is displayed on a smartphone on November 19, 2018 in Berlin, Germany.
Thomas Trutschel | Photo Library via Getty Images
YouTube said Wednesday in an update to its terms of service that it has the “right to monetize” all content on its platform. As such, it will begin running ads on videos from channels not included in its YouTube Partner Program, which shares ad revenue with creators.
The move comes after Google reported a particularly strong third quarter for YouTube, which saw ad growth to $ 5.04 billion, up 32% from a year ago. It is likely to increase revenue and margins for YouTube, but it will definitely put a strain on creators who aren’t eligible to make money on the platform.
Channels of any size from now on can see ads posted on their videos as long as they adhere to the “Guidelines for Eligible Content for Advertisers”. This means that videos will need to meet core standards to minimize content such as inappropriate language, hateful material, or adult content, among other restrictions.
YouTube states that all ad videos will still need to meet brand safety standards set by the Global Alliance for Responsible Media. The company said brand-safe content is identified using a combination of artificial and human intelligence, and that ad suitability is reviewed at the video level rather than the channel. It also stated that advertisers can choose not to appear on those videos outside the program if they wish.
In updates to the YouTube community, the company told creators that even if they’re not on the program, they may see ads on some of their videos.
“Since you are not currently in YPP, you will not receive a share of the revenue from these ads, although you will still have the ability to apply for YPP as you normally would once you meet the eligibility requirements,” he said.
The company said it will begin by making inventory available outside the YouTube Partner Program for Direct Response Ads in the recommended video feed under the mobile video player and next to the YouTube video player website.
YouTube will not place ads on channels that have been removed from its partner program for content infringements.
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