Maya Robertson
YouTube has announced a new initiative called the Activation Partners program, designed to connect advertisers with verified third-party providers who specialize in media buying and campaign management across the platform — particularly within connected TV (CTV) advertising.
The program formalizes YouTube’s collaboration with external marketing firms that can help brands optimize ad performance, manage campaigns more efficiently, and apply advanced targeting or contextual insights. Each partner in the program has been vetted by YouTube for their expertise in areas such as data-driven ad placement, AI-powered optimization, and cross-platform strategy.
According to YouTube, the move aims to address the growing demand among advertisers for trusted external partners to help navigate increasingly complex ad ecosystems. “From brands to agencies, we know many advertisers look to a diverse network of providers across the industry to support their media buying needs on YouTube,” the company said in a statement.
The launch also reflects YouTube’s broader ambitions in CTV, where it now holds the top position among streaming platforms in the U.S., according to Nielsen. As more households shift from linear TV to streaming, YouTube’s CTV inventory is becoming a central focus for advertisers seeking television-like reach paired with digital precision.
The Activation Partners program highlights YouTube’s strategy to strengthen its ad ecosystem by pairing its scale with specialized third-party expertise. Participating partners will help advertisers design and execute campaigns optimized for YouTube’s various surfaces — including mobile, desktop, and connected TV — offering tailored guidance for different formats and audience goals.
More details about the program and a full list of participating partners are available on YouTube’s official Activation Partners webpage.
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