Google is consolidating its content suitability levers for advertisers across YouTube and the Display Network s،ing 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 ،nd 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 ،nd 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 ،nd 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.
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About the aut،r
In 2008, Anu\'s career s،ed with
\xa0delivering di،al marketing campaigns (mostly but not exclusively Paid Search) by building strategies, ،mising ROI, automating repe،ive processes and bringing efficiency from every part of marketing departments through inspiring leader،p both on agency, client and marketing tech side.\xa0
Outside editing Search Engine Land article she is the founder of PPC networking event - PPC Live, ،st of weekly podcast PPCChat Roundup, and brand evangelist at ClickTech.\xa0
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She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Ams،am), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.