Google is making updates to its content suitability levers for advertisers on YouTube and the Display Network, with changes set to take effect in September. Specifically, some content tag exclusions will be removed for YouTube ads but will remain for Display. Additionally, certain exclusions such as “Embedded YouTube Videos,” “Live Streaming,” and “Families” can only be applied at the account level, not for individual YouTube campaigns. Many topic-based exclusions will still be offered at the campaign and ad group level.
These updates could impact brand suitability, campaign targeting strategies, and return on ad spend for advertisers running YouTube and Display campaigns. The changes aim to simplify Google’s brand suitability checks while giving advertisers flexibility.
Key details include the fact that existing campaigns and new ones created after September will be affected by the changes. Advertisers currently using the affected opt-out settings do not need to take any action. Google’s main policies prohibiting infringing content will remain unchanged.
Menachem Ani He, a contributor to Search Engine Land and founder of the JXT group, received an email from Google outlining the updates.
Moving forward, advertisers are advised to check their account-level eligibility settings closer to the September launch date to make any necessary adjustments.
Overall, these updates demonstrate Google’s commitment to brand safety and optimizing options for advertisers on its advertising platforms. Advertisers will need to stay informed and proactive to ensure their campaigns remain effective and compliant.
Anu Adegbola, the paid media editor at Search Engine Land since 2024, provides valuable insights and expertise in the field of digital marketing and paid media. With a wealth of experience in paid search, paid social, retail media, and more, Anu is a respected figure in the industry. Through her work at Search Engine Land and involvement in various events and speaking engagements, she continues to contribute to the marketing community and help marketers navigate the ever-changing landscape of online advertising.
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