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Screenshot: YouTube

YouTube is introducing a new feature called "creator-initiated video linking" to streamline how creators connect with brands for sponsored content. This tool, announced ahead of YouTube's annual Brandcast event, allows creators in the YouTube Partner Program to directly request brands to partner on videos they've already created.

If a brand accepts, YouTube will add a "Paid Promotion" label to the video. Brands will then gain access to the video's organic view metrics, the ability to show ads to viewers who engage with the creator's channel, and insights into viewer interaction post-ad exposure.


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