Google is making changes to its content suitability controls for YouTube and the Display Network, with the updates set to take effect in September. The aim is to simplify the array of brand suitability options and controls while preserving flexibility for advertisers. The changes will impact both existing and new campaigns created after September, but no action is required for advertisers currently using affected exclusion settings.
One significant change is that several content label exclusions will be removed for YouTube ads, including DL-G, DL-PG, DL-T, DL-MA, and “not yet labeled”. However, these exclusions will still remain for Display ads. Additionally, exclusions for “Embedded YouTube videos”, “Live streaming”, and “Families” will only be available account-wide, rather than being set per YouTube campaign. Many topic-based exclusions will still be offered at the campaign and ad group levels.
These updates have implications for brand suitability, campaign targeting strategies, and ultimately the return on ad spend on YouTube and Display campaigns. Advertisers will need to get ahead of these changes to ensure their campaigns are optimized.
The changes aim to streamline Google’s brand safety measures and make them more user-friendly. By consolidating the content suitability levers, Google is making it easier for advertisers to navigate and manage their campaigns while maintaining control over where their ads appear.
It’s important to note that Google’s core ad policies prohibiting violative content will remain in place. These policies ensure that advertisers’ ads are not shown alongside inappropriate or offensive content.
The email sent to Search Engine Land contributor Menachem Ani from Google confirmed these updates. As brand safety continues to be a priority, Google is constantly working to improve and refine its advertising platforms to provide advertisers with better options and controls.
Advertisers should review their account-level suitability settings closer to the September rollout to determine if any adjustments are needed. Staying proactive and informed about these changes will help advertisers ensure the success and effectiveness of their YouTube and Display campaigns.
In conclusion, Google’s updates to its content suitability controls for YouTube and the Display Network aim to simplify the options available to advertisers while maintaining flexibility. These changes will impact both new and existing campaigns and will require advertisers to review their settings to ensure their ads are displayed in suitable environments. By streamlining the brand safety measures, Google is working towards providing a better advertising experience for both advertisers and users.
