For several years, YouTube has provided a matchmaking service to connect marketers with top creators to promote their wares. Now the video platform has a new tool that it’s hoping will make it ...

YouTube announced Open Call, which will let brands broadly request sponsored content from creators who are part of the YouTube Partner Program.

At Cannes Lions, the video platform is unveiling Open Call, which aims to make it easier and faster for brands to partner with top creators on custom content.