YouTube’s Brand-Safety Woes Give Publishers a Boost in Selling Video Ads Directly
To avoid future brand-safety embarrassments, agencies are increasingly looking to buy directly from premium-quality content owners on YouTube.
“We are seeing a huge increase in demand from agencies in our own YouTube inventory bought directly at meaningful CPMs,” said a publishing executive at a major media owner.
Although YouTube takes a sizeable 45 percent revenue share from a publisher’s rate card, there is some flexibility for publishers to still make a good margin should they manage to sell above their rate card. For instance, if a publisher’s YouTube inventory rate card is £20 CPM ($26 CPM ) and they sell it for £30 CPM ($39 CPM), the publisher gives YouTube 45 percent of the former.