Google is consolidating its content suitability levers for advertisers across YouTube and the Display Network starting in September.
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 remain for Display
“Embedded YouTube videos”, “Live streaming”, and “Families” exclusions only available account-wide, not per YouTube campaign
Many topic-based exclusions still offered at campaign and ad group levels
Why we care. The updates could have implications for brand suitability, campaign targeting strategies, and ultimately return on ad spend on YouTube and Display campaigns that advertisers will want to get ahead of.
Why it matters. The updates aim to simplify Google’s array of brand suitability controls while preserving flexibility for advertisers.
Key details.
Changes impact both existing and new campaigns created after September
No action required for advertisers currently using affected exclusion settings
Google’s core ad policies prohibiting violative content remain in place
The email. Search Engine Land contributor and Founder of JXT group Menachem Ani shared with me the email he received from Google.
The big picture. As brand safety remains a priority, Google is looking to streamline suitability options and controls across its advertising platforms.
What’s next? Check account-level suitability settings closer to the September rollout for any needed adjustments.
