YouTube brings creator partnerships into Google Ads to let brands run influencer campaigns alongside performance media

YouTube is integrating its Creator Partnerships tools directly into Google Ads and Display & Video 360, allowing advertisers to find creators, commission content and run creator-driven ads within the same platforms they use for performance campaigns.

The move is designed to close the gap between influencer marketing and measurable media buying, giving brands a single workflow for discovery, activation and reporting rather than managing creator campaigns through separate processes.

"There's a new playbook for partnering with creators on marketing campaigns," YouTube said.

The integration was discussed at the YouTube NewFronts on the company's Ads Decoded podcast, where Ginny Marvin, ads product liaison, and Melissa Hsieh Nikolic, director of product management for YouTube Ads, outlined the new tooling and how performance-focused advertisers can use it.

YouTube said the update makes creator partnerships more accessible to advertisers who have traditionally focused on direct response and conversion campaigns rather than brand awareness work typically associated with influencer content.