Google streamlining YouTube, Display ad content controls

Google is consolidating its content suitability levers for advertisers across YouTube and the Display Network starting 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 brand 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 brand 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.

Screenshot 2024 06 19 At 23.02.29

The big picture. As brand 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 author

Anu AdegbolaAnu Adegbola

Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.

In 2008, Anu’s career started with

 delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.


Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live, host of weekly podcast PPCChat Roundup, and brand evangelist at ClickTech. 


She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.

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