YouTube's Affiliate Play; The Publisher Value Prop


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Create as a partner

YouTube is expanding its affiliate and shopping monetization products. This has been a priority for years, but it wasn't until last year that YouTube creators were able to easily add bulk tags to the products in their videos.

Now YouTube is launching one Affiliate Hub Here, retailers and manufacturers can list tariffs or special short-term offers that are intended to open up affiliate deals for more YouTubers.

For example, creatives have the opportunity to choose between specific brands or products that they know they can sell or that offer more attractive commissions or offers.

Unlike the previous affiliate model, where creators had to compete with each other to earn the right to sell a specific product at a specific affiliate price, creators will also have much more freedom to produce and publish .

YouTube is also integrating Fourthwall, a shopping website builder, into YouTube's Shopping Partner Program. It's a big win for Fourthwall, one of YouTube's three integrated shopping tech companies in the US. The others are Shopify (duh), a social merch and sales software provider called Spring and Spreadshop that creates customized goods and apparel.

Publishing priorities

Today more than ever, publishers value high-quality ad placements.

Almost 80% of publishers say quality content currently has the biggest impact on brand awareness – while last year only 36% of publishers said this, according to a recent study Digiday Research.

Last year, publishers focused more on improving native advertising, data and analytics. However, Digiday says quality content and ad placements are now at the top of their agenda.

So why the change in priorities?

While Advertising trade organizations And Adalytics (via his many reports) As they continue to pressure technology providers to cull advertising inventory, publishers are embarking on a transformation to avoid any resemblance to the advertising industry's new public enemy No. 1.

Improving the quality of editorial content on their sites (instead of showing as many ads as possible) is one way to avoid being confused with sites designed for advertising – or made for arbitrageif you want.

An early election

Snap expects a significant increase in political ads this year.

Market research firm WARC predicts Snap will generate $65 million in political spending in 2024. Business Insider Reports. That's five times more than Snap made in the 2020 presidential campaign.

More broadly, WARC expects Snap's total revenue to rise 13.7% to $5.2 billion in 2024 – and the political windfall will certainly help.

Take advantage of the benefits here by default. YouTube, Facebook and Instagram are not suitable for political messaging, advertising or fundraising – they have all been burned at some point. TikTok is controversial. Twitter is a cesspool.

Additionally, many of Snapchat users are of voting age – 80% are now 18 and over. This makes the platform an attractive opportunity for political advertisers to reach many first-time voters.

Meanwhile, Snap's Snap Stars influencer program and content partnership with ESPN should help attract more political advertising, says Danielle Butterfield of Priorities USA, a progressive PAC.

Snapchat is also supported by its association with positivity, happiness and sharing with friends compared to other social networks that rely on virality among strangers and unhealthy information diets.

But let's see what happens on Snap after it survives its first election cycle as a major political advertising platform.

But wait, there's more!

Snowflake integrates with Snap's conversion API to create multi-party cleanrooms. [Digiday]

Robinhood launches the website for its new media arm Sherwood News. [Axios]

Sincera introduces a dashboard to track the adoption of the Privacy Sandbox API. [release]

TikTok launches new rewards app to fuel growth. [The Information]

You're hired!

Fortune Media promotes Anastasia Nyrkovskaya to CEO. [NYT]

Marketing agency Agital hires Jamie Farrell as SVP of Marketing. [release]

Viamedia promotes Sherri Bradshaw to SVP of finance and Anita James to SVP of financial planning and analysis. [release]