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# YouTube pushes deeper into brand-creator deal infrastructure
- URL: https://www.medianexis.com/youtube-pushes-deeper-into-brand-creator-deal-infrastructure/
- Published: 2026-09-25T22:00:28.000Z
- Updated: 2026-09-25T22:00:29.000Z
- Description: Next in Media’s Mike Shields reports that YouTube plans to invest heavily in tools to streamline brand-creator deals, after touting “hundreds of millions” in agency incentives at its Made On YouTube event.
- Author: The Signals Desk
- Tags: Creators, Mike Shields, YouTube pushes deeper into brand-creator deal infrastructure

**Why it matters.** Influencer database firms, YouTube middlemen and social agencies risk losing their intermediary role if YouTube centralizes deal flow, billing and reporting itself.

*Signal from* [*Next in Media*](https://mikeshields.substack.com/) *·* [*Mike Shields*](https://www.medianexis.com/tag/by-mike-shields/) *·* [*read the original*](https://mikeshields.substack.com/p/youtube-wants-to-take-on-an-even)*.*