Google is consolidating its content suitability levers for advertisers across YouTube and the Display Network starting in September. Menachem Ani, a Founder of JXT group, shared the email he received from Google.
What's Changing
- Several content label exclusions will be removed for YouTube ads (DL-G, DL-PG, DL-T, DL-MA, “not yet labeled”) but will remain for Display.
- “Embedded YouTube videos”, “Live streaming”, and “Families” exclusions will only be available account-wide, not per YouTube campaign.
- Many topic-based exclusions will still be offered at campaign and ad group levels.
These updates could affect brand suitability, campaign targeting strategies, and return on ad spend for YouTube and Display campaigns. Advertisers will want to prepare for these changes. The updates aim to simplify Google’s array of brand suitability controls while preserving flexibility for advertisers.
Key Details
- Changes will impact both existing and new campaigns created after September.
- No action is required for advertisers currently using affected exclusion settings.
- Google’s core ad policies prohibiting violative content will remain in place.
As brand safety remains a priority, Google is streamlining suitability options and controls across its advertising platforms. Advertisers should check account-level suitability settings closer to the September rollout for any needed adjustments.
