00:00 Introduction
11:55 YouTube Ads in Media Mix and Account Management
21:52 Ad Formats and Viewer Behavior on YouTube
26:27 Challenges of Measuring YouTube Ad Effectiveness
28:50 Using AI-Powered Marketing Mix Models for Optimization
30:20 Challenges and Strategies for Measuring YouTube Attribution
32:14 Approaches to YouTube Advertising: Targeting, Optimization, and Creative Testing
36:32 The Benefits of Organic YouTube Content
44:24 The Value of Organic Views and the Potential for Virality
53:26 Distribution of YouTube Content: Email Campaigns, Organic Social Posts, and Paid Media
01:01:07 YouTube Partnerships and Sponsorships
01:02:00 The Value and Brand Building Opportunity of YouTube Partnerships
01:03:25 Measuring the Long-Term Impact of YouTube Videos
01:04:22 Setting CPM Rates for YouTube Partnerships
01:08:03 The Influence of the Creator Economy
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