For years, Google’s YouTube couldn’t get any respect from the TV industry. TV marketers wouldn’t go near it out of fear that their ads would be tainted by running alongside YouTube’s amateur content. And analysts and research firms treated the streaming service as separate from the rest of television when analyzing TV viewing and advertising.

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“For a long time, YouTube suffered from people not considering them to be premium,” said Stacey Stewart, U.S. chief marketplace officer at IPG-owned ad agency UM. “That perception has changed, because the consumption on YouTube is so high and it’s such a mass-reach driver.”

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