The news: Google is pitching YouTube as the premier destination for influencer marketing at the 2026 IAB NewFronts, unveiling new tools to push ad buyers to invest in its evolving creator offerings.

YouTube will expand its Creator Partnerships Hub tool, which enables brands to discover and measure partnerships with YouTube creators. New features include an AI search function powered by Google’s Gemini, allowing advertisers to find creators whose content aligns with their brand.
YouTube’s internal tools will allow advertisers to bulk-message these creators and allocate paid media to user-generated videos.
Advertisers can secure YouTube pause ads and creator takeovers that allow brands to buy out all of a creator’s ad inventory for a specific period through DV360.

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