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YouTube pushes deeper into brand-creator deal infrastructure

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.

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 · Mike Shields · read the original.

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