[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fwill-article-13-affect-youtube-advertising-platform":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":14,"acf":23,"head_links":330,"breadcrumbs":331,"reading_minutes":119,"category":339,"head":341},"2019-01-23T15:35:12",{"rendered":6},"\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Article 13 is part of a European Union copyright legislation with the intention to protect creativity and find efficient ways for copyright holders to protect their content online. Although the legislation has been passed by the European Parliament it could take up to two years before the legislation is enforced into a law. \u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">The list of copyrighted content could include; educational videos, music covers, parodies, gaming and of course memes. The official text for Article 13 can be found\u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.europarl.europa.eu\u002Fsides\u002FgetDoc.do?pubRef=-\u002F\u002FEP\u002F\u002FTEXT+TA+P8-TA-2018-0337+0+DOC+XML+V0\u002F\u002FEN\"> \u003Cspan style=\"font-weight: 400;\">here\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\">, although I won’t blame you if you don’t want to read through endless pages of EU legislation.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">With that in mind, here is a more user-friendly summary of Article 13.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Farticle-13-meme1.jpg\" alt=\"\" class=\"wp-image-13308\" width=\"320\" height=\"319\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Farticle-13-meme2-scaled.jpg\" alt=\"\" class=\"wp-image-13309\" width=\"320\" height=\"319\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"\"> \u003C\u002Fh3>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"protecting-creativity-that-doesnt-sound-bad-at-all\">\u003Cb>Protecting creativity? That doesn’t sound bad at all…\u003C\u002Fb>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">While Article 13 aims to protect creativity there have been concerns from YouTube over the unintended consequences that would (and I quote) ‘change the web as we know it’. The proposed version of Article 13 would remove any existing copyright systems in place and make social media giants such as YouTube, Facebook, Instagram, Soundcloud, Reddit and Snapchat liable at the moment of upload.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">This means that platforms including YouTube would be forced to block existing and newly uploaded videos from the site unless the uploader can prove they own everything in the video (including visuals and sounds).\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"\"> \u003C\u002Fh3>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"who-will-this-affect-the-most\">\u003Cb>Who will this affect the most?\u003C\u002Fb>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Whilst there will be implications for YouTube as an advertising platform (we’ll touch on this later) the YouTube content creators will be hit hard by these changes. \u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Here are some stats on the estimated impact:\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">An estimated 35 million YouTube channels within the EU will be blocked.\u003C\u002Fspan>\u003C\u002Fli>\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">400 hours of video content is being successfully uploaded onto YouTube every minute, this is expected to dramatically decrease.\u003C\u002Fspan>\u003C\u002Fli>\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Article 13 could put over 100,000 jobs at risk.\u003C\u002Fspan>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">A common misconception is that the digital advertising industry is destroying the creative industry with excessive ads on videos. However, ad-supported content such as music videos on YouTube gives access to those unable to afford a music streaming service whilst the ad revenue made will be injected back into the economy. In the last 12 months, YouTube paid the music industry over €1.5 billion from ad revenue.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"\"> \u003C\u002Fh3>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-will-this-affect-paid-advertising-on-youtube-econ-101\">\u003Cb>How will this affect paid advertising on YouTube? Econ 101\u003C\u002Fb>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Almost everything in life can be related back to the basic concept of supply and demand, this is no exception. The concept seems intuitive, if the majority of YouTube videos get taken down (let’s use 50% as an arbitrary number) then there is now 50% fewer videos on YouTube for advertisers to compete for ad space. What happens when you limit the supply? The cost goes up.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">The same logic applies to paid search, if Google limited the number of keywords that companies could bid on then the cost per clicks would go through the roof. The same applies to YouTube but instead of average cost per clicks, we will be analysing cost per 1,000 impressions (CPM).\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Let’s make a couple of some assumptions before jumping into the econ:\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cspan style=\"font-weight: 400;\">         Supply – YouTube videos\u003C\u002Fspan>\u003C\u002Fli>\u003Cli>\u003Cspan style=\"font-weight: 400;\">         Demand – People watching the videos (assume this doesn’t change)\u003C\u002Fspan>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">The first thing that will happen if the proposed legislation gets turned into law will be a large number of current YouTube videos getting blocked, this forces the supply line to shift to the left. As a result, the supply curve shift shows a new lower level of YouTube videos on the X-axis but also on the Y-axis the CPM has risen to a new equilibrium point (fancy way of saying when the supply and demand curve meet). This new higher level of CPM is a direct result of Article 13 and the decrease in the supply of YouTube videos.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"525\" height=\"469\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Feffects-of-article-13-for-youtube-advertisers.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-14118\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"once-the-cpm-values-increase-will-advertisers-continue-to-advertise-through-youtube\">\u003Cb>Once the CPM values increase will advertisers continue to advertise through YouTube?\u003C\u002Fb>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">There are a lot of ifs and buts over this question however if YouTube CPM gets massively inflated due to Article 13 then advertisers will have to rethink their strategy and start assigning marketing budget away from YouTube.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">The vast majority of YouTube revenue comes through ads and with the risk of a decline in ad revenue raises major red flags for the social media giant. YouTube has created a #SaveYourInternet campaign with the focus of changing Article 13 before it is enforced into law and trying to reach a compromise regarding copyright laws. However, maybe YouTube is really thinking something along the lines of #SaveYouTubesAdRevenue.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Personally, I think that a compromise will be reached between the European Union and YouTube. The current version of Article 13 puts over 100,000 jobs at risk and a potential demise in YouTube ad revenue will essentially limit the earnings a content creator can make on the platform. This begs the question, will Article 13 protect creative content or just severely limit it? Only time will tell on this question but if the current version of Article 13 gets passed then we’ll see some big changes on YouTube. \u003C\u002Fspan>\u003C\u002Fp>\n",false,"standard",[10],40,[],[13],135,[15,16,17,18,19,20,21,22],"post-4263","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ppc",{"page_content_modules":24,"hero":138},[25,91],{"acf_fc_layout":26,"reduced":27,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":27,"title":28,"content":6,"authors":29},"blog_post_content",true,"How will Article 13 affect YouTube as an advertising platform?",[30],{"id":31,"path":32,"display_name":33,"job_title":34,"description":35,"avatar_url":36,"acf":37},33,"\u002Fabout\u002Four-team\u002Fimpression-team\u002F","Team Impression","","This post may have been written by a past member of the Impression team, or be a collaboration of us all. We hope you like it!","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":34,"full_bio":34,"specialist_service_links":7,"photo":38},{"ID":39,"id":39,"title":40,"filename":41,"filesize":42,"url":43,"link":44,"alt":34,"author":45,"description":34,"caption":34,"name":46,"status":47,"uploaded_to":42,"date":48,"modified":48,"menu_order":42,"mime_type":49,"type":50,"subtype":51,"icon":52,"width":53,"height":53,"sizes":54},12476,"Impression-Icon","Impression-Icon.jpg",0,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&q=90","\u002Fimpression-icon\u002F","12","impression-icon","inherit","2021-11-02 16:49:21","image\u002Fjpeg","image","jpeg","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",500,{"thumbnail":55,"thumbnail-width":56,"thumbnail-height":56,"medium":57,"medium-width":58,"medium-height":58,"medium_large":59,"medium_large-width":60,"medium_large-height":60,"large":61,"large-width":62,"large-height":63,"1536x1536":64,"1536x1536-width":65,"1536x1536-height":65,"2048x2048":66,"2048x2048-width":67,"2048x2048-height":67,"post-thumbnail":68,"post-thumbnail-width":69,"post-thumbnail-height":70,"12_col":71,"12_col-width":72,"12_col-height":73,"default_landscape":74,"default_landscape-width":75,"default_landscape-height":76,"default_portrait":77,"default_portrait-width":76,"default_portrait-height":75,"6_col_and_margin_short":78,"6_col_and_margin_short-width":69,"6_col_and_margin_short-height":73,"11_col_and_margin":79,"11_col_and_margin-width":80,"11_col_and_margin-height":73,"9_col_rectangle":81,"9_col_rectangle-width":82,"9_col_rectangle-height":83,"11_col":84,"11_col-width":85,"11_col-height":73,"staff_image_696_600":86,"staff_image_696_600-width":87,"staff_image_696_600-height":76,"rectangular_thumbnail":88,"rectangular_thumbnail-width":89,"rectangular_thumbnail-height":90},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=200",200,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=768&q=90&w=768",768,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1536",1536,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=2048",2048,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,600,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",696,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":92,"reduced":27,"top_overlap":93,"bottom_underlap":93,"disable_observer":-1,"heading":94,"cta_text":95,"cta_link":96,"items":97},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[98,114,126],{"type_key":16,"title":99,"excerpt":100,"to":101,"postedAt":102,"readingTime":103,"image":104,"authors":105,"category":111},"What’s new in Paid Media: August 2026 industry updates","\u003Cp>Whilst for many of us the summer holidays are in full swing, the ad platforms haven’t taken a single day off. If you’re just heading back to the office after a stint at the beach, here’s what you missed in August. Meta AI rolls out campaign analysis and optimisation in Ads Manager Meta has built […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-august-2026-industry-updates\u002F","2026-09-01T12:00:26",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Fnikolett-emmert-LFY3Lo-V07A-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[106,108],{"name":107,"image":36},"Joe Turnbull",{"name":109,"image":110},"Akshaya Korada","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FAkshaya-Korada.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":112,"name":113},"\u002Fblog\u002Fcategory\u002Fppc\u002F","PPC",{"type_key":16,"title":115,"excerpt":116,"to":117,"postedAt":118,"readingTime":119,"image":120,"authors":121,"category":125},"What’s new in Paid Media: July 2026 industry updates","\u003Cp>The sun’s finally out, but paid media hasn’t slowed down to enjoy it. Here’s what’s been going on while you were meant to be on the beach. Reddit upgrades Ads Manager with Split Testing and an AI ad generator A Free-form Ads Generator is entering beta, which uses Reddit Community Intelligence to scan your website, […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-july-2026-industry-updates\u002F","2026-08-04T11:16:31",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fgetty-images-BRL3vv9p-Fw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[122,124],{"name":123,"image":36},"Harry Clements",{"name":109,"image":110},{"to":112,"name":113},{"type_key":16,"title":127,"excerpt":128,"to":129,"postedAt":130,"readingTime":131,"image":132,"authors":133,"category":137},"What’s new in Paid Media: June 2026 industry updates","\u003Cp>Welcome to the latest blog from the  Impression Paid Media Team, where we uncover the latest news and trends to help you stay ahead of the curve. Keep reading to discover: Google Delays the move from Dynamic Search Ads to AI Max Google surprised advertisers in June by delaying the automatic migration of Dynamic Search […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-june-2026-industry-updates\u002F","2026-06-24T11:26:41",7,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002Fandrey-grinkevich-0x6RTts1jRU-unsplash-1.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[134,135],{"name":123,"image":36},{"name":136,"image":36},"Jennifer Shin",{"to":112,"name":113},{"type":139,"style":140,"heading":28,"date":4,"updatedAt":141,"reading_minutes":119,"image":142,"imageAlt":28,"categories":143,"collections":329},"blog-post","light","2022-02-07T16:48:26","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F6LCoALoZ-050720211625513343_euflag.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[144],{"id":10,"count":145,"description":146,"link":112,"name":113,"slug":147,"taxonomy":148,"parent":42,"meta":149,"acf":150,"head_links":151,"resource_count":152,"yoast_title":153,"yoast_meta":154,"yoast_json_ld":198,"_links":297,"path":112},271,"\u003Cp class=\"p1\">Keeping up to date with the latest digital trends, strategies, and announcements can be difficult. Our digital experts regularly blog about the PPC news that’s stirring up the industry, so check back regularly or sign up to our newsletter to stay informed!\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC services\u003C\u002Fa>, or browse our latest tips, advice and opinions below.\u003C\u002Fp>","ppc","category",[],[],[],16,"PPC Blog | PPC Tips, Advice & Guides | Impression",[155,157,160,163,166,169,172,174,176,178,181,184,187,190,192,195],{"property":156,"content":153},"title",{"property":158,"content":159},"description","Keeping up to date with the latest PPC trends, strategies, and announcements can be difficult. 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