Mumbai: As advertising strategies grow more intricate, especially within the evolving CTV landscape, brands are increasingly turning to specialised external partners for support in media buying, strategic planning, and campaign management. The Activation Partners program is YouTube’s answer to this demand—connecting advertisers and agencies with trusted providers that meet Google’s high standards for quality, performance, and innovation.
Specialised Support, Certified Expertise
The program equips advertisers with access to third-party partners offering deep expertise in data analytics, audience targeting, campaign optimisation, and media performance. These partners, once approved, receive the official “YouTube Activation Partner” badge—a mark of compliance, credibility, and capability within the Google Ads ecosystem.
“This initiative is about helping advertisers maximise ROI by reducing complexity and increasing efficiency,” said a spokesperson from YouTube. “We want to empower brands to take full advantage of the YouTube platform through trusted, high-performing partners.”
Who Qualifies as an Activation Partner?
To earn a place in the program, companies must pass a thorough Google-led review and satisfy a strict set of eligibility criteria, including:
- Operating independently (not part-owned or a subsidiary of a media agency holding company).
- Demonstrating significant managed YouTube ad spend annually via Google Ads.
- Maintaining a dedicated sales and account management team focused on video media solutions.
- Employing engineering or development teams capable of integrating with Google and YouTube APIs.
- Showing strong market demand, supported by major brand sponsorships, agency interest, and adoption across key markets.
- Holding a clean record in compliance with Google and YouTube policies.
- Ensuring core team members are Google Ads Video certified.
Although onboarding of new partners is currently paused, applications are open on a rolling basis for future inclusion.
Launch Partners Set the Standard
The initial cohort includes four companies recognised for their distinct strengths in video advertising:
- Channel Factory – Known for brand suitability and performance-driven video optimisation.
- MiQ – Specialises in programmatic advertising, CTV strategy, and data-led audience insights.
- Pixability – Provides targeted video placement tools and campaign analytics.
- Zefr – Delivers brand safety solutions and contextual content targeting.
Commenting on the launch, Dave Hompe, Head of Global Operations and Partnerships at Channel Factory, said, “YouTube is a uniquely powerful space for brands to connect with audiences. Being selected as a launch partner reaffirms our ability to drive performance and brand growth at scale.”
Gurman Hundal, Global CEO and Co-founder of MiQ, added, “The future of advertising lies not in more screens, but in smarter signal connections across them. This program helps us deliver clarity and results in a fragmented media world.”
Mohammad Chughtai, Global VP of Strategy and Partnerships at MiQ, emphasised the importance of integration, “Advertisers are moving away from siloed strategies. YouTube, CTV, linear, and digital video are more effective together. This program positions us to help marketers plan with YouTube at the centre of an interconnected video strategy.”
Looking Ahead: Expansion on the Horizon
YouTube has confirmed that the Activation Partners initiative will expand further in 2026, with ongoing investments in ecosystem visibility, advertiser trust, and media performance. As digital viewing habits continue to evolve, the program is poised to play a pivotal role in shaping smarter, more connected advertising strategies.
