Google removes several content label exclusions for YouTube and restricts some account-level filters

Starting in September 2024, Google is consolidating content eligibility controls for advertisers on YouTube and the Display Network.

What’s changing?

Several content label exclusions (DL-G, DL-PG, DL-T, DL-MA, “not yet labeled”) will be removed for YouTube ads but will remain available for display ads. The exclusions for “Embedded YouTube Videos,” “Live Stream,” and “Family” will now only be available at the account level, not for individual YouTube campaigns. Many topic-based exclusions will still be offered at the campaign and ad group levels.

How will this affect you?

These changes could impact brand suitability, campaign targeting strategies, and the return on ad spend (ROAS) for YouTube and display campaigns. The updates aim to simplify Google’s brand suitability controls while maintaining flexibility for advertisers.

Key details:

• The changes affect both existing and new campaigns created after September.
• Advertisers currently using relevant exclusion settings do not need to take any action.
• Google’s core advertising policy prohibiting rule-violating content remains in place.
• With brand safety as a priority, Google strives to optimize suitability settings and controls across its ad platforms.

What’s next?

Check your account-level suitability settings closer to the September rollout and make necessary adjustments.

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This article available in Ukrainian.