YouTube Masthead
By the AdFlint research team · Last reviewed July 2026
The large video unit at the top of the YouTube home feed, sold on a reserved daily or impression basis rather than through the auction.
You book it through a Google sales representative for a chosen market and date, buying guaranteed placement in front of everyone who opens the home feed. It exists for launches and mass-reach moments, not ongoing performance work. The mistake is expecting auction-style efficiency or granular targeting: pricing is negotiated, availability is limited, and success should be measured with brand lift rather than cost per action.
YouTube Masthead compared with
The settings this gets confused with, and how to tell them apart.
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