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Limited Ad Serving on YouTube
Google 2024 ad policy changes: From September 2024, Google will start implementing its limited ad serving policy on YouTube. The change is designed to ensure that only qualified advertisers will be able to display ads on the platform without restrictions. Unqualified advertisers will have limited views of their ads on YouTube until they gain the trust of Google and its users.
Key points for advertisers:
- Qualification criteria: To become a qualified advertiser and avoid ad serving restrictions, a company will need to follow established rules. Companies will be evaluated based on several factors, including user feedback, account demographics and maturity, compliance history, and identity verification status.
- Gradual implementation: Changes will be introduced gradually. The vision is for all ads on YouTube to be subject to the new policies by 2026.
- Impact on e-commerce: Maintaining a high level of account credibility and compliance with Google’s terms is more important than ever. A misstep can limit ad visibility on one of the world’s most popular video platforms.
Google Ad Policy Changes and Impact on Publisher Revenue
One of the changes Google announced is an update to the video catalog terms.
Google 2024 ad policy changes: The changes move existing policies under Google Publisher Restrictions and could reduce ad revenue for publishers who have restricted content on their sites. They will take effect on September 23, 2024.
Key points for publishers:
- Policy change: Video catalog policies will now fall under Google Publisher Restrictions, which may limit the type of ads that can appear on certain content.
- Continued ad display: While ads through Google Ads won’t appear on restricted content, there are still other ways to monetize such content. For example, through other advertising products or direct agreements.
- Types of ad placements: The policy defines four types of video ad placements – In-stream, Accompanying content, Interstitial, and Standalone – each with specific requirements for precise signal declarations, SDK usage, and user experience standards.
- Impact on earnings: Publishers should review their video content to ensure compliance with new guidelines. Restricted content may see a decrease in ad revenue, which could affect overall monetization strategies.
The changes bring both challenges and opportunities. Advertisers must focus on building and maintaining a strong account reputation to avoid ad serving restrictions. On the other hand, publishers should thoroughly examine their video content to ensure it complies with new restrictions and protect their ad revenue.
Practical steps:
- Advertisers: Regularly monitor and improve your account health, focus on compliance and user feedback. Learn about Google’s evaluation criteria and strive to keep your ads unrestricted.
- Publishers: Thoroughly review your catalog and update placements, SDKs, and tags in accordance with Google’s new policy. Consider the potential impact on ad revenue and adjust your content strategy accordingly.
The upcoming changes in Google’s advertising and video content policies indicate the company’s effort to improve user experience and ensure higher quality advertising on its platforms. The e-commerce segment must be proactive and adapt its strategies to meet new standards and continue to effectively reach its target audience.
