Google has announced an update to its Limited ad serving policy, set to take effect in September 2024. This change will extend the policy to include advertisements on YouTube, impacting unqualified advertisers' impression limits on the platform.
Key Points of the Policy Update
Scope Expansion: The Limited ad serving policy will now apply to YouTube ads.
Impression Limits: Unqualified advertisers will face restrictions on the number of impressions their YouTube ads can receive.
Gradual Implementation: The rollout will begin in September 2024 and complete by 2026, when all YouTube advertisements will be subject to this policy.
Qualification Criteria: Advertisers can become qualified based on multiple factors, including:
- User feedback
- Account demographics
- Account maturity
- History of policy compliance
- Identity verification status
Exemption for Qualified Advertisers: Ads from qualified advertisers will not be limited by this policy.
Impact on Advertisers
- Unqualified advertisers may see reduced reach for their YouTube campaigns until they meet Google's trust criteria.
- New and smaller advertisers might face initial challenges in scaling their YouTube ad campaigns.
- Advertisers are encouraged to focus on building trust with Google and users to achieve qualified status.
Important Distinctions
- This policy is separate from Google's existing certifications for specific ad types.
- Advertisers should refer to Google's ad eligibility guidelines for information on serving specific types of ads.
Next Steps for Advertisers
- Review the updated Limited ad serving policy documentation.
- Assess current account status against Google's qualification criteria.
- Implement strategies to improve account trust and compliance if necessary.
- Stay informed about the gradual rollout of this policy between 2024 and 2026.
This policy update reflects Google's ongoing efforts to maintain ad quality and user trust across its platforms, now extending these measures to YouTube advertising.
