By Ronan Shields

YouTube unveiled a raft of new updates to its advertising tools including the opportunity for online audiences to buy products immediately after they are exposed to an ad, as consumers’ path-to-purchase shortens, plus improved measurement for those interested in using the video sharing site as a branding medium.

Chief among the new products unveiled are Shopping ads for YouTube – similar to its Shopping ads on Google – which will show click-to-buy ad units within partner videos on the video-sharing site, a feature it claims will transform the video ad units into a “digital storefront”.

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Source: The Drum