The popularity of YouTube as a platform is incredible and undeniable, and one of the reasons behind its success certainly lies in the strong connections between YouTube stars running their channels and brands whose material is often promoted, sponsored, reviewed, and whatnot in their videos.

Google is well aware of this, and today’s purchase is but another step towards strengthening those bonds even further…

In a blog post issued earlier today, the digital marketing agency FameBit announced that it has been acquired by Google. There are no details on the actual deal, as they haven’t been disclosed, but what we do know is that for the time being the company will remain relatively independent and keep operating from its Santa Monica HQs in California.

Despite being a relatively new startup, in its three years of existence FameBit managed to do quite well, with stats that clearly caught Google’s eye. Over the past 36 months, the agency helped advertisers and creators on over 25,000 branded videos, generating no less than a whopping 2 billion minutes worth of watch time.

What changes now is that FameBit’s network will be able to largely expand within YouTube, Google’s video-related platform, which now has well over a billion users worldwide. In their words:

We’re excited to continue helping brands and creators succeed in an even bigger way. With Google’s relationship with brands large and small, and YouTube’s partnership with creators around the globe, we hope to connect even more brands to creators, engage more audiences, and make brand marketing more creative and authentic than ever.

However, YouTube wanted to make it clear that the FameBit acquisition will grant them any preference over other competing agencies and services. “Creators will always have the choice in how they work with brands, and there are many great companies who provide this service today. This acquisition doesn’t change that,” YouTube VP of product management Ariel Bardin said in a blog post announcing the deal.

“We look forward to seeing FameBit and the entire branded content space thrive as we continue to support the success and creativity of the creator community.”

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