YouTube is planning to phase out Google Preferred by the end of the year.
The announcement was made by Vishal Sharma, Vice President of Ad Product Management for YouTube.
Writing in a blogpost, he said:
“[YouTube Select is] a reimagination and unification of solutions like Google Preferred and prime packs. It offers more flexibility to reach the audiences you can’t find elsewhere in the content and places they choose to watch – with the confidence that your buy is brand-safe.”
YouTube Select will offer content packages called “lineups”, which will feature a diverse mix of content, including beauty, entertainment, sports and technology.
It will also feature “emerging lineups” to those in the United States, which Sharma describes as “an easy way to efficiently extend the reach of your campaigns among up and coming or niche channels”.
YouTube will also be combining what it describes as “the best” of YouTube TV and its lineups content for brands located in the US, with the introduction of a dedicated streaming TV lineup.
With YouTube Select, brands will be offered numerous purchase options, including Display & Video 360 and Google Ads, and they will be given improved suitability controls and the option to only place ads on videos that have been machine classified and verified by a human.
Those wishing to learn more about YouTube Select can do so via YouTube Ads.