Originally spotted in March 2025, the Creator Partnerships Hub is Google’s new tool for connecting brands with creators, building on the Partnership Ads format introduced at GML 2024.
Presented by popular YouTube creator HopeScope, the tool includes several key features:
- Creator Search allows brands to find relevant creators and view core metrics, audience insights, and pricing (if shared).
- Overview serves as a video library showcasing videos in which your brand was tagged.
- Analytics displays paid and organic performance side by side, helping advertisers evaluate the full impact of creator-led content.
The Hub is designed to make creator partnerships easier, more transparent, measurable, and scalable.
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