Google Video Partners: Managing YouTube Ads Beyond YouTube

What is the Google video partners setting, and where is it on by default?

There's no separate campaign for video partners; the network is simply a checkbox in the Networks section of campaign settings: "Video partners on the Display Network". In most Video campaigns with reach, consideration and sales goals, this box is checked by default. Demand Gen campaigns have been able to access this network since September 2024, but there the setting is off by default and has to be switched on separately.

The network supports skippable and non-skippable in-stream, bumper and in-feed video formats. The same targeting we use in a YouTube campaign also applies to partners, so there's no need to build a separate audience. The difference shows up in the environment where the ad plays and the content it appears next to.

Brand safety on Google video partners: the layers we add

Google's video ad safety commitment applies to both YouTube and partners; certain types of content can't be monetized with ads at all. Mature and unlabeled content is excluded by default. On top of this, we add the following settings based on the brand's sensitivities and category:

• Inventory type selection: expanded, standard or limited inventory
• Content exclusions: sensitive topic groups and live streaming content
• Placement exclusions: sites and apps we find low quality in the "Where ads showed" report
• A shared exclusion list at the account level, so new campaigns are protected too

YouTube vs. video partners: why we report them separately

Partner inventory often brings additional reach at a lower cost. But the value of cheap impressions can be misleading if view rate and viewability are low. We segment reports by network and compare view rate, completion rate and CPM between YouTube and partners. If the gap is explained by a reasonable reach gain, we keep the network on; if not, we switch it off for that campaign.

We put mobile app placements on a separate line in this comparison. Video playing inside an app can be completed while the user's attention stays on the game or tool they're using; the completion rate may look high, but little is remembered. That's why we measure the effect of app traffic on the site with the engaged session rate in GA4 and compare it with traffic from YouTube Video Campaigns.

Outstream video ads: mobile partners only

Outstream ads are video ads that appear between content on partner mobile sites and apps, not on YouTube. They start muted when they come into view, and users can tap to turn on sound or scroll past. Billing is by viewable CPM; an impression only counts once at least half of the ad has been on screen for 2 seconds. Creative that works with sound off, has captions and shows the product in the first second is essential here.

Google Video Partners: when do we recommend it?

How we manage Google Video Partners

1. Settings inventoryWe list whether the partner setting is on or off in every video and Demand Gen campaign in the account.
2. Safety layerWe set up inventory type, content and placement exclusions at the account level.
3. Network-level reportIn the first two weeks, we compare YouTube and partners in separate segments.
4. Placement cleanupWe exclude low-quality apps found in the Where ads showed report.
5. DecisionIf the reach gain justifies the cost gap, we keep the network on; if not, we switch it off campaign by campaign.

Google Video Partners: metrics and requirements

The Brand Move Google Ads Team

To learn more about Google Video Partners or other Google Ads ad formats, contact The Brand Move Google Ads team today.

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