A_AT0 big_AJ0 factor_NN1 driving_VVG YouTube_NP0 's_POS ad_NN1 ascendance_NN1 is_VBZ the_AT0 decline_NN1 of_PRF traditional_AJ0 broadcast_NN1 and_CJC cable_NN1 TV_NN1 ._SENT After_PRP peaking_VVG at_PRP almost_AV0 101_CRD million_CRD households_NN2 in_PRP 2012_CRD ,_PUN the_AT0 pay_NN1 TV_NN1 audience_NN1 dropped_VVN to_PRP 76_CRD million_CRD last_ORD year_NN1 and_CJC is_VBZ forecast_VVN to_TO0 shrink_VVI to_PRP less_DT0 than_CJS half_DT0 that_DT0 by_PRP 2025_CRD ,_PUN according_VVG to_TO0 market_VVI tracking_AJ0 firm_NN1 Convergence_NN1 Research_NN1 ._SENT Ad_NN1 dollars_NN2 follow_VVB the_AT0 eyeballs_NN2 ._SENT Spending_VVG on_PRP TV_NN1 advertising_NN1 dropped_VVD 12.5_CRD %_NN0 last_ORD year_NN1 ,_PUN while_CJS video_NN1 ads_NN2 surged_VVD 30.1_CRD %_NN0 ._SENT Indeed_AV0 ,_PUN the_AT0 analysts_NN2 at_PRP eMarketer_NN1 are_VBB predicting_VVG that_CJT the_AT0 amount_NN1 spent_VVN on_PRP video_NN1 advertising_NN1 will_VM0 surpass_VVI that_DT0 of_PRF TV_NN1 for_PRP the_AT0 first_ORD time_NN1 by_PRP 2023._CRD 
"_PUQ Everyone_PNI is_VBZ looking_VVG for_PRP new_AJ0 ad_NN1 opportunities_NN2 for_PRP big_AJ0 advertisers_NN2 ,_PUN "_PUQ says_VVZ Kieley_NP0 Taylor_NP0 ,_PUN global_AJ0 head_NN1 of_PRF partnerships_NN2 at_PRP mega_AJ0 ad_NN1 agency_NN1 GroupM_NN1 ._SENT As_CJS the_AT0 TV_NN1 audience_NN1 shrinks_VVZ ,_PUN she_PNP says_VVZ ,_PUN "_PUQ we_PNP have_VHB to_TO0 find_VVI other_AJ0 ways_NN2 to_TO0 talk_VVI to_PRP a_AT0 lot_NN1 of_PRF people_NN0 ._SENT "_PUQ 
If_CJS you_PNP want_VVB to_TO0 reach_VVI a_AT0 lot_NN1 of_PRF people_NN0 —_PUN and_CJC especially_AV0 young_AJ0 people_NN0 —_PUN YouTube_NP0 is_VBZ the_AT0 place_NN1 to_TO0 do_VDI it_PNP ._SENT It_PNP 's_VBZ the_AT0 most_AV0 popular_AJ0 social_AJ0 platform_NN1 among_PRP almost_AV0 all_DT0 age_NN1 groups_NN2 ,_PUN and_CJC the_AT0 number_NN1 of_PRF people_NN0 under_PRP 50_CRD using_VVG YouTube_NP0 regularly_AV0 tops_VVZ the_AT0 number_NN1 of_PRF people_NN0 in_PRP that_DT0 same_DT0 cohort_NN1 who_PNQ are_VBB watching_VVG traditional_AJ0 TV_NN1 ,_PUN a_AT0 recent_AJ0 study_NN1 by_PRP Nielsen_NP0 concluded_VVD ._SENT In_PRP April_NP0 ,_PUN Pew_NN1 Research_NN1 said_VVD 81_CRD %_NN0 of_PRF Americans_NN2 use_VVB YouTube_NP0 ,_PUN compared_VVN with_PRP 69_CRD %_NN0 for_PRP Facebook_NN1 ,_PUN the_AT0 second_ORD most_AV0 popular_AJ0 option_NN1 ._SENT It_PNP 's_VBZ no_AT0 wonder_NN1 then_AV0 that_CJT for_PRP Gen_NP0 Z_NP0 ,_PUN YouTube_NP0 stars_NN2 like_PRP the_AT0 Vashketov_NP0 brothers_NN2 ,_PUN Felix_NP0 Kjellberg_NP0 (_PUL a.k.a._NN0 PewDiePie_NP0 )_PUR ,_PUN and_CJC Liza_NP0 Koshy_NP0 are_VBB as_AV0 recognized_VVN and_CJC admired_VVN as_PRP big-name_AJ0 athletes_NN2 and_CJC celebrities_NN2 ._SENT 
For_PRP most_DT0 of_PRF its_DPS life_NN1 ,_PUN YouTube_NP0 's_POS dominance_NN1 has_VHZ depended_VVN on_PRP billions_CRD of_PRF mobile_AJ0 phone_NN1 users_NN2 watching_VVG videos_NN2 ._SENT But_CJC it_PNP 's_VBZ increasingly_AV0 a_AT0 force_NN1 in_PRP the_AT0 living_AJ0 room_NN1 ,_PUN where_AVQ more_DT0 people_NN0 are_VBB watching_VVG smart_AJ0 TVs_NP0 or_CJC connecting_AJ0 Roku_NN1 ,_PUN Apple_NN1 TV_NN1 ,_PUN and_CJC other_AJ0 set-top_AJ0 boxes_NN2 to_TO0 watch_VVI YouTube_NN1 on_PRP a_AT0 big_AJ0 screen_NN1 ._SENT YouTube_NP0 said_VVD 120_CRD million_CRD people_NN0 in_PRP the_AT0 U.S._NP0 watched_VVD via_PRP a_AT0 TV_NN1 in_PRP December_NP0 ,_PUN up_PRP 20_CRD %_NN0 from_PRP nine_CRD months_NN2 earlier_AV0 ._SENT And_CJC of_PRF the_AT0 top_AJ0 five_CRD most_AV0 watched_VVD services_NN2 on_PRP connected_AJ0 TVs_NP0 —_PUN Netflix_NP0 ,_PUN YouTube_NP0 ,_PUN Amazon_NP0 Prime_AJ0 ,_PUN Disney+_NP0 ,_PUN and_CJC Hulu_NP0 —_PUN only_AV0 YouTube_NP0 and_CJC Hulu_NP0 sell_VVB ads_NN2 ._SENT 
THIS_DT0 GROWING_AJ0 ad_NN1 empire_NN1 is_VBZ the_AT0 domain_NN1 of_PRF YouTube_NP0 CEO_NN1 Susan_NP0 Wojcicki_NP0 ,_PUN employee_NN1 No._NN1 16_CRD at_PRP Google_NP0 back_AVP in_PRP the_AT0 1990s_CRD ,_PUN who_PNQ has_VHZ overseen_VVN the_AT0 video_NN1 service_NN1 since_PRP 2014._CRD 
Growing_VVG up_AVP in_PRP Palo_NP0 Alto_NP0 ,_PUN her_DPS dad_NN1 was_VBD the_AT0 chairman_NN1 of_PRF the_AT0 Stanford_NP0 University_NN1 physics_NN1 department_NN1 ,_PUN but_CJC 
Wojcicki_NP0 insists_VVZ she_PNP and_CJC her_DPS equally_AV0 formidable_AJ0 sisters_NN2 —_PUN Anne_NP0 started_VVD DNA_NN1 analysis_NN1 company_NN1 23andMe_NN1 ,_PUN and_CJC Janet_NP0 is_VBZ a_AT0 Ph.D._NP0 anthropologist_NN1 and_CJC epidemiologist_NN1 —_PUN had_VHD a_AT0 pretty_AJ0 normal_AJ0 childhood_NN1 ,_PUN though_CJS hard_AJ0 work_NN1 was_VBD highly_AV0 valued_VVN ._SENT Later_AV0 ,_PUN in_PRP 1998_CRD ,_PUN while_CJS working_VVG at_PRP Intel_NP0 ,_PUN Susan_NP0 famously_AV0 rented_VVD her_DPS garage_NN1 to_PRP Google_NP0 cofounders_NN2 Sergey_NP0 Brin_NP0 and_CJC Larry_NP0 Page_NP0 ._SENT It_PNP was_VBD n't_XX0 because_CJS she_PNP had_VHD a_AT0 clue_NN1 they_PNP would_VM0 be_VBI so_AV0 successful_AJ0 ,_PUN she_PNP says_VVZ ._SENT "_PUQ I_PNP wanted_VVD the_AT0 rent_NN1 because_CJS I_PNP needed_VVD the_AT0 money_NN1 to_TO0 pay_VVI my_DPS mortgage_NN1 ,_PUN "_PUQ she_PNP recalls_VVZ during_PRP a_AT0 virtual_AJ0 interview_NN1 held_VVN via_PRP Google_NP0 's_POS Meet_VVB app_NN1 ._SENT Wojcicki_NP0 saw_VVD YouTube_NP0 's_POS potential_AJ0 early_AJ0 ;_PUN she_PNP says_VVZ she_PNP was_VBD the_AT0 first_ORD person_NN1 to_TO0 urge_VVI Brin_NP0 and_CJC Page_NP0 to_TO0 buy_VVI the_AT0 fledgling_AJ0 platform_NN1 ._SENT And_CJC once_CJS they_PNP did_VDD ,_PUN her_DPS background_NN1 building_VVG out_AVP Google_NP0 's_POS massive_AJ0 ad_NN1 business_NN1 made_VVD her_PNP the_AT0 obvious_AJ0 candidate_NN1 to_TO0 run_VVI it_PNP ._SENT 
But_CJC it_PNP did_VDD n't_XX0 take_VVI long_AV0 for_PRP Wojcicki_NP0 to_TO0 discover_VVI just_AV0 how_AVQ volatile_AJ0 a_AT0 mix_NN1 user-generated_AJ0 videos_NN2 and_CJC big-name_AJ0 ,_PUN image-conscious_AJ0 advertisers_NN2 could_VM0 be_VBI ._SENT YouTube_NP0 repeatedly_AV0 failed_VVD to_TO0 filter_VVI out_AVP offensive_AJ0 content_NN1 —_PUN effectively_AV0 putting_VVG ads_NN2 against_PRP racist_AJ0 ,_PUN homophobic_AJ0 ,_PUN and_CJC anti-Semitic_AJ0 videos_NN2 ._SENT And_CJC in_PRP 2017_CRD ,_PUN a_AT0 who_PNQ 's_VBZ who_PNQ of_PRF corporate_AJ0 America_NP0 ,_PUN including_PRP Coca-Cola_NP0 ,_PUN Walmart_NP0 ,_PUN Procter_NP0 &_NP0 Gamble_NP0 ,_PUN and_CJC Starbucks_NP0 ,_PUN pulled_VVD their_DPS ad_NN1 dollars_NN2 ._SENT 
The_AT0 trifecta_NN1 of_PRF lost_AJ0 ad_NN1 money_NN1 ,_PUN a_AT0 hit_NN1 to_PRP Alphabet_NP0 's_POS stock_NN1 price_NN1 ,_PUN and_CJC a_AT0 PR_NP0 mess_NN1 got_VVD YouTube_NP0 's_POS attention_NN1 ._SENT "_PUQ We_PNP needed_VVD to_TO0 work_VVI through_PRP those_DT0 issues_NN2 and_CJC to_TO0 solve_VVI them_PNP in_PRP a_AT0 way_NN1 that_CJT worked_VVD for_PRP our_DPS users_NN2 and_CJC our_DPS advertisers_NN2 ..._PUN That_DT0 was_VBD critical_AJ0 for_PRP us_PNP ,_PUN "_PUQ says_VVZ Wojcicki_NP0 ._SENT Google_NP0 expanded_VVD the_AT0 use_NN1 of_PRF its_DPS machine-learning_AJ0 A.I._NN1 software_NN1 to_PRP screen_NN1 for_PRP toxic_AJ0 content_NN1 and_CJC hired_VVD thousands_CRD of_PRF workers_NN2 to_TO0 find_VVI and_CJC assess_VVI videos_NN2 that_CJT might_VM0 violate_VVI the_AT0 company_NN1 's_POS terms_NN2 of_PRF service_NN1 ._SENT The_AT0 worst_AJS of_PRF the_AT0 crisis_NN1 passed_VVD ,_PUN and_CJC advertisers_NN2 trickled_VVD back_AVP ._SENT 
The_AT0 reality_NN1 ,_PUN of_PRF course_NN1 ,_PUN is_VBZ that_CJT the_AT0 underlying_AJ0 issues_NN2 that_CJT sparked_VVD that_CJT 2017_CRD boycott_NN1 have_VHB never_AV0 entirely_AV0 vanished_VVN (_PUL see_VVB :_PUN QAnon_NP0 ,_PUN 5G_AJ0 conspiracy_NN1 theories_NN2 ,_PUN vaccine_NN1 microchips_NN2 )_PUR ._SENT And_CJC so_AV0 ,_PUN as_CJS YouTube_NP0 has_VHZ grown_VVN ,_PUN so_AV0 has_VHZ the_AT0 infrastructure_NN1 it_PNP has_VHZ created_VVN to_TO0 clean_VVI up_AVP its_DPS sludge-filled_AJ0 gutters_NN2 ._SENT Today_AV0 the_AT0 system_NN1 has_VHZ four_CRD components_NN2 —_PUN which_DTQ chief_AJ0 product_NN1 officer_NN1 Neal_NP0 Mohan_NP0 describes_VVZ as_PRP the_AT0 "_PUQ Four_CRD R_NP0 's_POS ._SENT "_PUQ The_AT0 most_AV0 visible_AJ0 is_VBZ "_PUQ removal_NN1 "_PUQ —_PUN finding_VVG and_CJC spiking_VVG the_AT0 most_AV0 egregious_AJ0 content_NN1 ._SENT Next_ORD comes_VVZ "_PUQ reduce_VVB "_PUQ :_PUN shrinking_VVG the_AT0 audience_NN1 of_PRF borderline_NN1 videos_NN2 by_PRP downgrading_VVG them_PNP with_PRP YouTube_NP0 's_POS all-powerful_AJ0 algorithm_NN1 ._SENT (_PUL Mohan_NP0 admits_VVZ this_DT0 gray_AJ0 area_NN1 is_VBZ a_AT0 growing_AJ0 challenge_NN1 :_PUN "_PUQ There_EX0 's_VBZ a_AT0 lot_NN1 of_PRF content_NN1 out_AVP there_AV0 that_DT0 is_VBZ very_AV0 hard_AJ0 to_TO0 categorize_VVI as_PRP crossing_VVG the_AT0 line_NN1 or_CJC not_XX0 ,_PUN particularly_AV0 in_PRP the_AT0 realm_NN1 of_PRF misinformation_NN1 ._SENT "_PUQ )_PUR The_AT0 third_ORD R_ZZ0 stands_VVZ for_PRP "_PUQ raising_VVG up_AVP "_PUQ videos_NN2 from_PRP trustworthy_AJ0 sources_NN2 ,_PUN particularly_AV0 on_PRP controversial_AJ0 topics_NN2 ._SENT For_PRP instance_NN1 ,_PUN when_CJS the_AT0 CDC_NP0 issued_VVD revised_AJ0 guidance_NN1 for_PRP wearing_VVG masks_NN2 on_PRP May_NP0 13_CRD ,_PUN YouTube_NP0 's_POS algorithms_NN2 detected_VVD a_AT0 potential_NN1 for_PRP the_AT0 spread_NN1 of_PRF misinformation_NN1 and_CJC curated_VVD a_AT0 group_NN1 of_PRF mainstream_AJ0 news_NN1 reports_NN2 on_PRP the_AT0 topic_NN1 ,_PUN which_DTQ it_PNP gave_VVD a_AT0 prominent_AJ0 spot_NN1 near_PRP the_AT0 top_NN1 of_PRF U.S._NP0 feeds_NN2 ._SENT The_AT0 final_AJ0 plank_NN1 of_PRF the_AT0 strategy_NN1 is_VBZ "_PUQ reward_NN1 "_PUQ —_PUN i.e._AV0 ,_PUN promote_VVB the_AT0 videos_NN2 of_PRF creators_NN2 who_PNQ follow_VVB the_AT0 rules_NN2 ._SENT 
Keeping_VVG YouTube_NP0 's_POS content_NN1 safe_AJ0 —_PUN and_CJC therefore_AV0 advertiser_NN1 friendly_AJ0 —_PUN has_VHZ become_VVN so_AV0 critical_AJ0 that_DT0 metrics_NN2 the_AT0 company_NN1 uses_VVZ to_TO0 track_VVI its_DPS progress_NN1 are_VBB included_VVN in_PRP the_AT0 annual_AJ0 goals_NN2 of_PRF Wojcicki_NP0 and_CJC her_DPS top_AJ0 execs_NN2 (_PUL these_DT0 "_PUQ Objectives_NN2 and_CJC Key_AJ0 Results_NN2 ,_PUN "_PUQ or_CJC OKRs_NN2 ,_PUN are_VBB the_AT0 ultimate_AJ0 arbiters_NN2 of_PRF success_NN1 and_CJC failure_NN1 inside_PRP the_AT0 Googleplex_NP0 )_PUR and_CJC ,_PUN increasingly_AV0 ,_PUN are_VBB available_AJ0 to_PRP the_AT0 public_AJ0 online_AJ0 ._SENT According_VVG to_PRP the_AT0 latest_AJS data_NN0 on_PRP the_AT0 company_NN1 's_POS site_NN1 ,_PUN the_AT0 violative_AJ0 view_NN1 rate_NN1 —_PUN which_DTQ measures_VVZ the_AT0 percentage_NN1 of_PRF watched_VVN videos_NN2 that_CJT violated_VVD the_AT0 company_NN1 's_POS policies_NN2 —_PUN was_VBD between_PRP 0.16_CRD %_NN0 to_PRP 0.18_CRD %_NN0 in_PRP the_AT0 first_ORD quarter_NN1 ,_PUN down_AVP from_PRP 0.17_CRD %_NN0 to_PRP 0.20_CRD %_NN0 a_AT0 year_NN1 earlier_AV0 ._SENT (_PUL YouTube_NP0 is_VBZ surprisingly_AV0 coy_AJ0 about_PRP the_AT0 volume_NN1 of_PRF videos_NN2 watched_VVN on_PRP its_DPS site_NN1 ,_PUN but_CJC with_PRP more_AV0 than_CJS a_AT0 billion_CRD hours_NN2 consumed_VVN per_PRP day_NN1 ,_PUN it_PNP 's_VBZ fair_AJ0 to_TO0 say_VVI that_CJT even_AV0 0.16_CRD %_NN0 represents_VVZ quite_AV0 a_AT0 lot_NN1 of_PRF views_NN2 ._SENT )_PUR 
For_PRP the_AT0 most_DT0 part_NN1 ,_PUN advertisers_NN2 say_VVB they_PNP are_VBB impressed_VVN with_PRP YouTube_NP0 's_POS progress_NN1 ._SENT "_PUQ I_PNP 'm_VBB pretty_AV0 confident_AJ0 that_CJT we_PNP are_VBB in_PRP a_AT0 safe_AJ0 place_NN1 ,_PUN "_PUQ says_VVZ Ron_NP0 Stoupa_NP0 ,_PUN chief_AJ0 marketing_NN1 officer_NN1 at_PRP art-supply_AJ0 chain_NN1 Michaels_NP0 ,_PUN which_DTQ has_VHZ been_VBN increasing_VVG spending_NN1 with_PRP YouTube_NP0 since_CJS it_PNP started_VVD advertising_NN1 on_PRP the_AT0 service_NN1 18_CRD months_NN2 ago_AV0 ._SENT YouTube_NP0 's_POS "_PUQ policies_NN2 and_CJC tools_NN2 work_VVB as_AV0 intended_VVN the_AT0 vast_AJ0 majority_NN1 of_PRF the_AT0 time_NN1 ,_PUN "_PUQ adds_VVZ Patrick_NP0 Daley_NP0 ,_PUN vice_AJ0 president_NN1 of_PRF media_NN0 at_PRP Dick_NP0 's_POS Sporting_AJ0 Goods_NN2 ._SENT 
Some_DT0 advertisers_NN2 note_VVB that_CJT they_PNP hire_VVB outside_PRP companies_NN2 to_TO0 assess_VVI whether_CJS their_DPS spots_NN2 are_VBB running_VVG alongside_PRP inappropriate_AJ0 content_NN1 ._SENT "_PUQ What_DTQ we_PNP do_VDB n't_XX0 do_VDI is_VBZ allow_VVI our_DPS partners_NN2 to_TO0 check_VVI their_DPS own_DT0 homework_NN1 ,_PUN "_PUQ says_VVZ Chris_NP0 Paul_NP0 ,_PUN vice_AJ0 president_NN1 of_PRF digital_AJ0 marketing_NN1 at_PRP Verizon_NP0 ._SENT "_PUQ We_PNP have_VHB to_TO0 make_VVI sure_AJ0 there_EX0 's_VBZ an_AT0 independent_AJ0 party_NN1 giving_VVG us_PNP verification_NN1 and_CJC validation_NN1 ._SENT "_PUQ 
But_CJC while_CJS ad_NN1 buyers_NN2 may_VM0 be_VBI feeling_VVG good_AJ0 about_PRP YouTube_NP0 's_POS handle_NN1 on_PRP its_DPS content_NN1 ,_PUN many_DT0 watchdogs_NN2 remain_VVB unconvinced_AJ0 ._SENT YouTube_NP0 "_PUQ has_VHZ not_XX0 taken_VVN enough_DT0 steps_NN2 "_PUQ to_TO0 reduce_VVI harassment_NN1 and_CJC the_AT0 spread_NN1 of_PRF extremism_NN1 ,_PUN says_VVZ Adam_NP0 Neufeld_NP0 ,_PUN vice_AJ0 president_NN1 of_PRF the_AT0 Anti-Defamation_AJ0 League_NN1 ._SENT "_PUQ While_CJS they_PNP 've_VHB announced_VVN various_AJ0 efforts_NN2 and_CJC taken_VVN modest_AJ0 steps_NN2 ,_PUN these_DT0 are_VBB both_AV0 still_AV0 massive_AJ0 problems_NN2 ._SENT "_PUQ Critics_NN2 point_VVB to_PRP everything_PNI from_PRP COVID-19_AJ0 misinformation_NN1 to_PRP lies_NN2 about_PRP election_NN1 fraud_NN1 as_PRP evidence_NN1 that_CJT YouTube_NP0 is_VBZ still_AV0 allowing_VVG dangerous_AJ0 videos_NN2 to_TO0 circulate_VVI on_PRP its_DPS platform_NN1 ._SENT 
Wojcicki_NP0 and_CJC members_NN2 of_PRF her_DPS team_NN1 allow_VVI that_CJT there_EX0 's_VBZ still_AV0 a_AT0 way_NN1 to_TO0 go_VVI ._SENT "_PUQ It_PNP 's_VBZ something_PNI we_PNP 'll_VM0 always_AV0 be_VBI working_VVG on_AVP ,_PUN "_PUQ the_AT0 CEO_NN1 says_VVZ ._SENT "_PUQ There_EX0 will_VM0 always_AV0 be_VBI the_AT0 potential_NN1 of_PRF people_NN0 looking_VVG for_PRP ways_NN2 to_TO0 abuse_VVI the_AT0 platform_NN1 ,_PUN and_CJC that_DT0 's_VBZ why_AVQ we_PNP need_VVB to_TO0 make_VVI sure_AJ0 that_CJT we_PNP 're_VBB vigilant_AJ0 at_PRP all_DT0 times_NN2 ._SENT "_PUQ 
THE_AT0 UNIQUE_AJ0 three-pronged_AJ0 relationship_NN1 between_PRP advertisers_NN2 ,_PUN YouTube_NP0 ,_PUN and_CJC its_DPS vast_AJ0 network_NN1 of_PRF creators_NN2 can_VM0 create_VVI both_DT0 controversy_NN1 and_CJC opportunity_NN1 ._SENT Last_ORD summer_NN1 ,_PUN when_CJS the_AT0 murder_NN1 of_PRF George_NP0 Floyd_NP0 by_PRP a_AT0 Minnesota_NP0 police_NN2 officer_NN1 sparked_VVD nationwide_AJ0 protests_NN2 ,_PUN YouTube_NP0 was_VBD awash_AJ0 in_PRP videos_NN2 providing_VVG information_NN1 about_PRP the_AT0 crime_NN1 and_CJC about_PRP the_AT0 experiences_NN2 of_PRF other_AJ0 victims_NN2 of_PRF police_NN2 brutality_NN1 ._SENT Some_DT0 Black_AJ0 creators_NN2 on_PRP the_AT0 site_NN1 had_VHD pledged_VVN to_TO0 donate_VVI their_DPS ad_NN1 profits_NN2 to_PRP organizations_NN2 like_PRP Black_AJ0 Lives_NN2 Matter_NN1 and_CJC were_VBD encouraging_VVG viewers_NN2 to_TO0 click_VVI on_PRP their_DPS ads_NN2 and_CJC watch_VVB them_PNP over_AVP and_CJC over_AVP as_PRP a_AT0 way_NN1 to_TO0 show_VVI their_DPS support_NN1 ._SENT Advertisers_NN2 ,_PUN unhappy_AJ0 about_PRP paying_VVG for_PRP these_DT0 repetitive_AJ0 clicks_NN2 ,_PUN complained_VVD ,_PUN and_CJC YouTube_NP0 cracked_VVD down_AVP on_PRP the_AT0 behavior_NN1 ._SENT The_AT0 company_NN1 says_VVZ it_PNP replaced_VVD the_AT0 donations_NN2 with_PRP its_DPS own_DT0 contributions_NN2 to_PRP racial_AJ0 justice_NN1 organizations_NN2 ,_PUN but_CJC for_PRP some_DT0 creators_NN2 the_AT0 damage_NN1 was_VBD already_AV0 done_VDN ._SENT 
Beauty_NN1 blogger_NN1 Zoe_NP0 Amira_NP0 ,_PUN who_PNQ came_VVD up_AVP with_PRP the_AT0 idea_NN1 ,_PUN calls_VVZ the_AT0 decision_NN1 "_PUQ disappointing_AJ0 ._SENT "_PUQ "_PUQ I_PNP guess_VVB I_PNP understood_VVD that_CJT it_PNP was_VBD in_PRP defense_NN1 of_PRF their_DPS relationship_NN1 with_PRP their_DPS advertisers_NN2 ,_PUN "_PUQ she_PNP says_VVZ ,_PUN adding_VVG ,_PUN on_PRP the_AT0 other_AJ0 hand_NN1 :_PUN "_PUQ It_PNP should_VM0 be_VBI left_VVN up_AVP to_PRP the_AT0 watchers_NN2 how_AVQ they_PNP engage_VVB ._SENT "_PUQ 
In_PRP other_AJ0 instances_NN2 ,_PUN the_AT0 company_NN1 has_VHZ attempted_VVN to_TO0 use_VVI its_DPS clout_NN1 with_PRP advertisers_NN2 to_TO0 encourage_VVI them_PNP to_TO0 reassess_VVI their_DPS strategies_NN2 in_PRP a_AT0 way_NN1 that_CJT could_VM0 both_AV0 boost_VVI their_DPS business_NN1 and_CJC support_NN1 creators_NN2 and_CJC content_NN1 that_CJT 's_VHZ been_VBN overlooked_VVN in_PRP the_AT0 past_NN1 ._SENT One_CRD such_DT0 area_NN1 is_VBZ hip-hop_AJ0 videos_NN2 ,_PUN a_AT0 popular_AJ0 YouTube_NN1 segment_NN1 that_CJT big_AJ0 advertisers_NN2 have_VHB historically_AV0 avoided_VVN ._SENT YouTube_NP0 pitched_VVD advertisers_NN2 to_TO0 reexamine_VVI the_AT0 genre_NN1 ,_PUN noting_VVG that_CJT virtually_AV0 every_AT0 music_NN1 video_NN1 top_NN1 10_CRD list_NN1 around_PRP the_AT0 world_NN1 is_VBZ dominated_VVN by_PRP hip-hop_AJ0 artists_NN2 and_CJC pledging_VVG that_CJT the_AT0 latest_AJS technology_NN1 could_VM0 filter_VVI out_AVP videos_NN2 with_PRP inappropriate_AJ0 lyrics_NN2 or_CJC images_NN2 ._SENT "_PUQ If_CJS you_PNP 're_VBB an_AT0 advertiser_NN1 and_CJC you_PNP want_VVB to_TO0 be_VBI connecting_VVG with_PRP audiences_NN2 and_CJC relevant_AJ0 in_PRP culture_NN1 ,_PUN not_XX0 being_VBG in_PRP hip-hop_NN1 is_VBZ a_AT0 big_AJ0 miss_NN1 ,_PUN "_PUQ says_VVZ Debbie_NP0 Weinstein_NP0 ,_PUN VP_NP0 of_PRF video_NN1 global_AJ0 solutions_NN2 at_PRP YouTube_NP0 who_PNQ oversees_VVZ ad_NN1 partnerships_NN2 ._SENT 
While_CJS YouTube_NP0 declined_VVD to_TO0 share_VVI any_DT0 details_NN2 about_PRP the_AT0 results_NN2 of_PRF the_AT0 effort_NN1 ,_PUN there_EX0 is_VBZ some_DT0 suggestion_NN1 that_CJT advertisers_NN2 are_VBB starting_VVG to_TO0 evolve_VVI ._SENT Until_CJS the_AT0 summer_NN1 of_PRF 2020_CRD ,_PUN many_DT0 companies_NN2 included_VVD the_AT0 phrase_NN1 Black_AJ0 Lives_NN2 Matter_VVB on_PRP their_DPS list_NN1 of_PRF "_PUQ banned_AJ0 words_NN2 "_PUQ —_PUN terms_VVZ that_CJT third-party_AJ0 software_NN1 uses_VVZ to_TO0 block_VVI their_DPS ads_NN2 from_PRP appearing_VVG against_PRP a_AT0 video_NN1 ,_PUN says_VVZ GroupM_AV0 's_VBZ Taylor_NP0 ._SENT But_CJC as_CJS the_AT0 platform_NN1 filled_VVN with_PRP news_NN1 and_CJC social_AJ0 commentary_NN1 videos_NN2 citing_VVG BLM_NP0 ,_PUN some_DT0 of_PRF those_DT0 advertisers_NN2 agreed_VVD to_TO0 strike_VVI it_PNP from_PRP their_DPS list_NN1 ,_PUN she_PNP says_VVZ :_PUN "_PUQ I_PNP 'm_VBB encouraged_VVN by_PRP the_AT0 self-reflection_NN1 and_CJC maturation_NN1 I_PNP see_VVB with_PRP many_DT0 multinational_AJ0 brands_NN2 ._SENT "_PUQ 
FOR_PRP ALL_DT0 ITS_DPS FOCUS_NN1 on_PRP internal_AJ0 issues_NN2 ,_PUN perhaps_AV0 the_AT0 biggest_AJS threats_NN2 to_PRP YouTube_NP0 's_POS future_NN1 come_VVN from_PRP the_AT0 world_NN1 beyond_PRP its_DPS platform_NN1 ._SENT At_PRP the_AT0 moment_NN1 ,_PUN it_PNP 's_VBZ one_CRD of_PRF the_AT0 few_DT0 streamers_NN2 to_TO0 accept_VVI ads_NN2 ,_PUN but_CJC HBO_NP0 Max_NP0 has_VHZ said_VVN it_PNP plans_VVZ to_TO0 go_VVI that_DT0 route_NN1 soon_AV0 ,_PUN and_CJC if_CJS Netflix_NP0 or_CJC Disney_NP0 ever_AV0 decide_VVB to_TO0 follow_VVI suit_NN1 ,_PUN the_AT0 space_NN1 could_VM0 get_VVI crowded_AJ0 fast_AV0 ._SENT On_PRP the_AT0 social_AJ0 side_NN1 ,_PUN the_AT0 same_DT0 could_VM0 be_VBI said_VVN of_PRF TikTok_NP0 ,_PUN the_AT0 short-form_AJ0 video_NN1 app_NN1 that_CJT currently_AV0 wears_VVZ Silicon_NN1 Valley_NN1 's_POS "_PUQ hot_AJ0 new_AJ0 thing_NN1 "_PUQ mantle_NN1 ._SENT TikTok_NP0 and_CJC Instagram_NP0 ,_PUN which_DTQ has_VHZ been_VBN aggressively_AV0 rolling_VVG out_AVP new_AJ0 video_NN1 features_NN2 and_CJC additional_AJ0 ways_NN2 for_PRP people_NN0 to_TO0 make_VVI money_NN1 on_PRP the_AT0 app_NN1 ,_PUN are_VBB also_AV0 major_AJ0 risk_NN1 factors_NN2 when_CJS it_PNP comes_VVZ to_PRP maintaining_VVG the_AT0 creators_NN2 '_POS loyalty_NN1 ._SENT 
To_TO0 keep_VVI the_AT0 people_NN0 who_PNQ make_VVB its_DPS videos_NN2 engaged_VVN ,_PUN YouTube_NP0 has_VHZ been_VBN focused_VVN on_PRP expanding_AJ0 monetization_NN1 options_NN2 ._SENT Already_AV0 ,_PUN creators_NN2 can_VM0 sell_VVI monthly_AJ0 memberships_NN2 ,_PUN digital_AJ0 goods_NN2 like_PRP online_AJ0 stickers_NN2 ,_PUN and_CJC merch_NN1 —_PUN all_DT0 from_PRP within_PRP their_DPS YouTube_NN1 sites_NN2 and_CJC via_PRP YouTube_NP0 's_POS payments_NN2 system_NN1 ._SENT Next_ORD up_AVP :_PUN a_AT0 way_NN1 to_TO0 collect_VVI one-time_AJ0 payments_NN2 ,_PUN like_PRP a_AT0 tip_NN1 jar_NN1 ,_PUN for_PRP viewers_NN2 who_PNQ may_VM0 derive_VVI a_AT0 lot_NN1 of_PRF value_NN1 from_PRP a_AT0 video_NN1 ._SENT 
YouTube_NP0 's_POS new_AJ0 60-seconds-or-less_AJ0 video_NN1 feature_NN1 ,_PUN Shorts_NN2 ,_PUN which_DTQ debuted_VVD in_PRP India_NP0 in_PRP September_NP0 and_CJC in_PRP the_AT0 U.S._NP0 in_PRP March_NP0 ,_PUN is_VBZ already_AV0 attracting_VVG 6.5_CRD billion_CRD views_NN2 per_PRP day_NN1 ._SENT The_AT0 snack-size_AJ0 option_NN1 gives_VVZ creators_NN2 ,_PUN who_PNQ have_VHB complained_VVN that_CJT the_AT0 demands_NN2 of_PRF making_VVG enough_DT0 content_NN1 to_TO0 remain_VVI a_AT0 top_AJ0 YouTuber_NN1 can_VM0 be_VBI exhausting_AJ0 and_CJC overwhelming_AJ0 ,_PUN a_AT0 forum_NN1 to_TO0 create_VVI simpler_AJC videos_NN2 (_PUL and_CJC ,_PUN yes_ITJ ,_PUN helps_VVZ YouTube_NP0 challenge_NN1 TikTok_NP0 )_PUR ._SENT YouTube_NP0 set_VVD up_AVP a_AT0 $_NN0 100_CRD million_CRD fund_NN1 to_TO0 pay_VVI creators_NN2 for_PRP making_VVG shorts_NN2 while_CJS it_PNP gets_VVZ its_DPS ad_NN1 systems_NN2 up_AVP and_CJC running_VVG in_PRP the_AT0 new_AJ0 format_NN1 ._SENT 
YouTube_NP0 has_VHZ also_AV0 been_VBN experimenting_VVG with_PRP ways_NN2 to_TO0 offer_VVI more_DT0 value_NN1 to_PRP advertisers_NN2 ._SENT 
