YouTube has announced an expanded creator-marketing platform, YouTube Creator Partnerships, evolving the service previously known as BrandConnect.
According to YouTube's March 2026 announcement, the platform is being integrated with YouTube Studio for creators and with Google Ads and Display & Video 360 for advertisers. The company says the goal is to give brands a more centralized way to discover creators, plan collaborations and understand campaign performance.
For creators, the development highlights the growing importance of structured brand partnerships as part of the wider creator economy. For businesses, it underlines the value of selecting creators based on genuine audience fit rather than treating every influencer campaign as interchangeable.
YouTube also said that its expanded Creator Partnerships API will allow selected partners to bring some related capabilities into their own tools. The announcement describes a focus on discovery, campaign scale and measurement across organic and paid creator content.
This story is an independent news summary based on YouTube's official announcement. It is not affiliated with, sponsored by or endorsed by YouTube or Google.
Call to action: Read the original YouTube announcement for the full product details, then consider how a clear public newsroom can support your next brand or creator collaboration.
