YouTube announces new player for publishers

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Google is looking for more European publishers to try out its new YouTube Player for Publishers.

Launched in partnership with Google’s Digital News Initiative, the new player aims to give publishers more control over advertising.

It has worked with the likes of The Guardian, France24 and Unidad Editorial to shape the new player and test it out.

Google’s now looking to roll the product out to more publisher partners and those interested can now apply online.

The thinking behind a player specifically for publishers is that it will reduce complexity, while increasing reach and revenue potential, Google blogged.

New features include:

  • Provide audiences with a better cross-device viewing experiences
  • The option to control ad formats and ad load on their videos as well as giving priority sales rights across videos embedded in their own sites and applications.
  • The ability to simplify video infrastructure and reduce cost
  • A Content ID feature, which allows publishers to track how multimedia material they own is being used elsewhere on the web and derive revenue from it

Publishers are facing challenges of creating increasingly engaging content formats, but Google says advertising, security and content protection can “put creativity on the back burner” - so it’s aiming to take this painpoint away.

According to the executive vice president of Norwegian newspaper Dagbladet, the benefits from the new YouTube player include lower operating cost, access to “continuous technical innovation”, ease of distribution on its own domains and on YouTube, as well as flexible monetisation models.

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