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February 5 2019

YouTube is changing how its priciest ad format is bought to work more like TV — and it could start a bidding war among brands


Lauren Johnson


YouTube is changing how it sells its daily takeover ads, called masthead ads, from a fixed, cost-per-day rate to cost-per-impression bidding. YouTube has long been chasing TV ad dollars and says the new pricing model reflects how advertisers buy digital TV. (...)
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