Briefings
Working guides on the questions brands bring us about disclosure, vetting, guarantees, testing and reporting. Each figure links to its source and carries a date.
- Compliance
FTC disclosure for creator ads: what the rules ask of brands
The FTC Endorsement Guides as they apply to brands paying YouTube creators and podcast hosts: material connections, disclosure standard, platform labels, wording and liability. - Vetting
How to vet a YouTube channel before you sponsor it
A seven-step procedure for vetting a YouTube channel before a sponsorship: back catalog, audience, bought engagement, disclosure record and sponsor conflicts. - Buying
View guarantees and make-goods in creator and podcast buys
View guarantees and make-goods in YouTube and podcast buys: the guaranteed measure, the counting window, the counting method and the claim procedure. - Measurement
How to run an incrementality test for podcast ads
Designing and reading an incrementality test for podcast ads: baseline, holdout design, sample size, read window, and the place of codes, surveys and pixels. - Suitability
What happened to GARM, and how brand suitability works now
GARM ended on 2024-08-09 and the WFA settled the related litigation in July 2026. The consequences for brand suitability in creator and podcast buys. - Finance
Reporting creator and podcast media against the P&L
Reporting YouTube and podcast spend in the terms finance uses: incremental customers, cost per incremental customer, contribution, payback and flat results. - YouTube
Buying long-form YouTube like a TV schedule
Long-form YouTube integrations bought to a television standard: reach and frequency, guarantees, make-goods, verification to day 90 and paid extension.
Start with one flight
Send us your category, budget range and what your finance team needs to see. We reply with how we would vet, buy and measure a first flight.
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