Starting in September, Google will introduce changes to the content controls for advertisers on YouTube and the Display Network. These adjustments could significantly impact the way companies manage and optimize their advertising campaigns.
Key changes in content labels
Google is removing various content label exclusions for YouTube ads, such as DL-G, DL-PG, DL-T, DL-MA, and "not yet labeled." These exclusions will still be available for the Display Network. Additionally, exclusions such as "Embedded YouTube videos," "Live streaming," and "Families" will only be available at the account level. Topic-based exclusions will remain available at the campaign and ad group level.
Impact on campaigns and business strategies
The changes may impact brand suitability and the targeting strategies of campaigns. Advertisers need to understand these adjustments to optimize their return on ad spend on YouTube and Display campaigns. The updates are designed to simplify Google's brand suitability checks while still maintaining the necessary flexibility for advertisers.
Details for existing and new campaigns
The changes apply to both existing and new campaigns created after September. Advertisers currently using the affected exclusion settings do not need to take any action. Google's core advertising policy, which prohibits content violations, remains in effect.
Preparing for the rollout
For companies that prioritize brand safety, it is advisable to check the suitability settings at the account level and adjust them if necessary for the rollout in September. This ensures that campaigns continue to perform consistently within Google's new guidelines.