YouTube launched the YouTube Activation Partners program, a new initiative connecting advertisers and agencies with vetted third-party experts who specialize in YouTube media buying and campaign management.

Why we care. As the biggest streaming platform for over two years, according to Nielsen, YouTube continues to dominate attention spans. But as ad strategies become more complex, brands increasingly rely on external partners for campaign optimization and cross-platform efficiency.

Driving the news. The new program curates a network of trusted YouTube experts who meet Google’s performance and quality standards.

  • Partners receive a YouTube Activation Partner badge, signifying they’re recognized by Google as reliable collaborators for advertisers and agencies.
  • Advertisers can access the official partner roster to find specialized support for media buying, strategic planning, and campaign management.

Yes, but. New partner onboarding is on pause. Applications for future membership are open on a rolling basis.

What’s next. Expect the Activation Partners network to expand in 2026 as YouTube continues investing in ecosystem visibility, media performance, and advertiser trust.

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Anu AdegbolaAnu Adegbola

Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more. In 2008, Anu’s career started with delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side. Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPC Live The Podcast.
She is also an international speaker with some of the stages she has presented on being SMX (US, UK, Munich, Berlin), Friends of Search (Amsterdam, NL), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna, IT) and more.