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  • Google’s bumper-ad specification now states five to six seconds

    Google’s video-format documentation now describes bumper ads as non-skippable videos lasting between five and six seconds, replacing the earlier description of six seconds or shorter.

  • YouTube Creator Partnerships adds modelled reach metrics

    The Analytics tab in YouTube Creator Partnerships now includes estimated reach for linked creator videos, accounting for viewing across devices and people watching together.

  • YouTube documents Watch-While Ads

    YouTube has documented Watch-While Ads, an image-led format shown alongside active mobile video playback without pausing the content. The format is associated with eligible Demand Gen, Performance Max, and App campaigns.

  • YouTube doubles the watch hours required for monetisation

    YouTube is raising the watch-hours threshold for earning from ads and subscriptions to double the current requirement, enforced from February 2027, with existing monetised creators unaffected. For you, this means the creator middle class thins out, so expect partnership rates for smaller channels to reflect the squeeze.

  • YouTube expands Gemini-powered creator-insights tools at Cannes Lions

    Google has announced a set of Gemini-built insights tools for YouTube at Cannes Lions 2026, on the Ads & Commerce blog. New trending insights in Google Ads Insights Finder give US advertisers a more granular, real-time view of what is popular on YouTube.

  • YouTube introduces interactive quiz option for videos

    YouTube has added an interactive quiz option for videos, allowing creators to add quiz elements directly into their content. For you, this means new engagement formats may become available for video ads, worth watching for brand awareness campaigns.

  • YouTube overlay ads partially cover the Skip Ad button

    A new YouTube ad format has been spotted in which the banner ad partially overlaps the Skip Ad button, increasing the risk of accidental clicks. The format has appeared on YouTube on mobile.

  • YouTube alcohol ad personalisation changes are scheduled for 30 October

    Google will allow personalised alcohol advertising on YouTube from 30 October 2026 where local rules permit it, including alcohol-related products and alternative beverages.

  • YouTube Promotion tool adds interest-based targeting for creators

    YouTube has upgraded its Promotion tool for creators to include interest-based targeting beyond basic demographics. Interest categories are built on aggregated, anonymised signals.

  • YouTube reporting adds the Attributed Branded Searches metric

    Google Ads has introduced a new YouTube reporting metric that addresses one of the channel's longest-standing measurement challenges: the gap between ad exposure and subsequent brand search behaviour. The metric, called Attributed Branded Searches, measures how many people saw a YouTube ad, did not click, and then later searched for the brand on Google.

  • YouTube Top Sports Podcast Lineup now available to all US advertisers

    Google has launched the Top Sports Podcast Lineup, making it generally available to all US advertisers via YouTube Select. The package allows brands to align with sports podcast content: from New Heights to The Rich Eisen Show: through a single placement buy covering the most-watched sports commentary and analysis channels on YouTube, without manually curating individual channels.

  • YouTube Topic Insights dashboard released as open-source

    Google has released YouTube Topic Insights, an open-source Looker Studio dashboard built on Google Cloud. The tool uses the YouTube Data API and Gemini to analyse video data and surface emerging trends and top creators.

  • Zalando among the first to pilot advertising in ChatGPT in the UK

    Zalando will be one of the first brands to pilot advertising within ChatGPT in the UK, flagged by Nick Vinckier. The initiative aims to reach consumers earlier in their shopping journey and drive traffic directly from ChatGPT to Zalando, an early live example of a major retailer testing the channel rather than waiting for it to mature.