Google has announced an expansion of its Creator Partnerships platform at NewFront, introducing new tools for creator led campaigns. The update builds on BrandConnect by adding AI driven creator matching, improved measurement, and new activation options.
A key addition is Gemini powered recommendations, helping brands choose from over three million YouTube Partner Program creators based on campaign goals. The updated Creator Partnerships boost also allows advertiser content to run as Shorts and in stream ads, with YouTube reporting an average 30% conversion lift from these formats.
The move highlights YouTube’s growing focus on influencer marketing and gives advertisers more control over creator selection and performance insights. Read more in the official announcement.
If you missed it, you can watch the full NewFront event on YouTube.
