YouTube’s BrandConnect hub is evolving into a streamlined Creator Partnerships platform

YouTube sees itself as the center of the creator marketing universe, so it's updating its toolkit to unlock more value for brands. As part of its NewFronts presentation, the preeminent video hub announced the launch of a platform called YouTube Creator Partnerships. The YouTube Creator Partnerships platform isn't exactly new; it's best described as an evolution of BrandConnect, the creator marketing hub that emerged out of YouTube's 2016 acquisition of FameBit. While the old BrandConnect already allowed brands to initiate campaigns across multiple creator channels and formats, the new Creator Partnerships control center enhances that process by incorporating AI, updated measurement solutions, and other perks for brands. Visit Tubefilter for more great stories.

Last updated Mar 23, 2026 by ATDb automated enrichment