YouTube just announced (as part of this week’s Cannes Lions advertising event) that it’s expanding its partner program to include advertisers. The program already provides the top YouTube content creators with access to resources for improving their production skills and distribution (and as a result improve their monetization). YouTube says the advertising program will be structured identically to the existing partner program — just, y’know, for advertisers. The program will start in September with a week-long workshop in Los Angeles. Each advertiser will be assigned a partner manager to help them develop their content strategy. “By inviting advertisers into our partner program, we hope to give them access to resources and expertise that will help them develop even more compelling and authentic content on YouTube,” said Lucas Watson, YouTube’s vice president of video online global sales, in the announcement press release.
