Google has expanded the Creator Partnerships Hub to automatically display videos where creators mention advertiser’s brand.
First introduced at GML 2024 and reintroduced at GML 2025, the Hub allows advertisers to connect with creators through features like Creator Search, Audience Insights, and side-by-side performance analytics.
This addition makes it easier to monitor organic visibility across YouTube, giving advertisers a fuller view of creator-driven content impact. It also helps surface potential collaboration opportunities based on existing brand engagement, and gives advertisers the option to promote these videos further using Partnership Ads.
This update was spotted by Thomas Eccel.