A few publishers have been testing the player over the last few months, but now also other publishers interested in using the player can apply to join the platform.

YouTube Player for Publishers, “a new video solution specifically tailored to the needs of news industry” according to Google, is designed to make it easier for publishers to publish video online. The player for instance converts video files into multiple formats or sizes, freeing the publisher from the technical task.

The player also provides new revenue potential through its advertising solutions, giving publishers control over the format of ads accompanying their videos and integrating with the same ad-serving solution that the publishers’ websites use.