Even prolific creators with strong followings have complained about the disconnect between YouTube fame and YouTube fortune, so Google is hoping the partnership will lead to more opportunities for YouTubers while simultaneously enticing more advertisers to spend their money on the platform. On the one hand, the partnership should clear up some issues creators had with unclear ad guidelines. On the other, it might just make it easier for major national advertisers to get independent creators into their pockets. If everything works out, however, the union of YouTube and FameBit could lead to some hardworking YouTubers finding their right sponsor for their particular brand of weird.

"Creators will always have the choice in how they work with brands," YouTube's VP of Product Management Ariel Bardin wrote, "and there are many great companies who provide this service today. This acquisition doesn't change that."