The document proposes a new advertising format called "DONATE True View" for YouTube. It would allow viewers to choose between a standard skippable ad or an unskippable ad where part of the advertising budget is donated to organizations. This new format is intended to dramatically increase engagement, brand recognition and perception for advertisers. Advertisers would pay a premium for the DONATE ads, with part of the premium being donated to partner organizations. The goal is to create shared value for advertisers, viewers and beneficiary organizations.