Google has announced significant updates to its video inventory policies, which are set to take effect on September 23, 2024. These changes will have a direct impact on how video content is monetized across platforms using Google Ad Manager. Publishers need to be aware of these updates to ensure compliance and optimize their video ad revenue. In this blog, we’ll break down the key aspects of the policy update and what it means for publishers.
Overview of the Policy Update
Starting on September 23, 2024, Google will transition the existing video inventory policies from the Google Publisher Policies to a new section under Google Publisher Restrictions, now called Video Inventory Restrictions. This change reflects Google’s continued emphasis on ensuring that video content meets certain standards before being eligible for monetization through its ad networks.
Key Changes
- Reclassification of Video Policies: Video inventory policies are now classified under Video Inventory Restrictions. This means that video content deemed restricted under these guidelines may receive less advertising than content that adheres to all standards.
- Impact on Ad Serving: Google Ads and non-direct Ad Manager transactions (such as private auctions and open auctions) will no longer serve ads on restricted video content. However, this content may still receive ads from other sources, including non-Google ad products or through direct deals made via Google Ad Manager (e.g., traditional reservations, preferred deals, and programmatic guaranteed deals).
- Editorial Updates: Google has also made editorial revisions to improve the clarity and readability of the Video Inventory Restrictions. While these updates do not alter the scope of the requirements, they provide better guidance on adhering to the policies.
Detailed Breakdown of the Updates
Video Inventory Restrictions
The key focus of the update is the migration of video inventory policies to a restricted section. This move implies that certain types of video content, as defined by Google, may not be fully eligible for ad placements via Google Ads or other automated ad transactions.
- Implications for Publishers: Publishers with video content that falls under these restrictions will notice a decrease in the volume and diversity of ads served through Google’s ad networks. This could potentially reduce ad revenue, especially if a significant portion of the publisher’s inventory is classified as restricted.
Ad Serving Rules
One of the most critical aspects of the update is the clarification regarding ad serving on restricted content. Google Ads and non-direct Ad Manager transactions (like private and open auctions) will be completely restricted from serving ads on this content. However, other advertising products, including non-Google ad solutions, may still be used. Moreover, direct deals via Google Ad Manager, such as traditional reservations, preferred deals, and programmatic guaranteed, will continue to be viable options for monetizing restricted content.
- Opportunities for Publishers: This policy provides an opportunity for publishers to explore alternative ad networks or increase their reliance on direct deals. By securing direct relationships with advertisers, publishers can mitigate the impact of these restrictions and continue to generate revenue from their video content.
Editorial Updates to the Restrictions
Google’s editorial updates to the Video Inventory Restrictions include clarifications on the functionality and placement of video controls, as well as the behavior of video players in certain ad placements.
Video Inventory Controls
- Clarification on Controls: The updated policy specifies that video inventory controls (e.g., play, pause, mute, skip, dismiss) and ad controls must not be obstructed, hidden, or non-functional. However, controls that are activated or displayed due to a user action, such as scrolling or hovering, are not considered as obstructed or hidden.
- Publisher Action: Publishers should ensure that their video controls are easily accessible and functional. Any issues related to hidden or non-functional controls could lead to policy violations and reduced ad serving.
Sticky Placements
- Sticky Placement Rules: For video content that transitions to a sticky placement (where the video player stays visible as the user scrolls), the video must initially start in the main content area. The transition to a sticky placement should only occur as the user scrolls the player off the screen.
- Publisher Action: Publishers utilizing sticky placements need to ensure their implementation aligns with Google’s guidelines. Proper adherence will help maintain ad serving eligibility and enhance user experience.
Preparing for the Policy Changes
1. Audit Your Video Content
With the new restrictions in place, it’s crucial for publishers to audit their video content to identify any material that may fall under the restricted category. By doing so, publishers can take proactive steps to adjust or remove content that could negatively impact their ad revenue.
2. Explore Alternative Ad Networks
Given that restricted content may no longer receive ads through Google’s automated networks, publishers should consider diversifying their monetization strategies by exploring alternative ad networks. This could involve integrating non-Google ad solutions or focusing more on direct deals with advertisers.
3. Enhance Direct Relationships with Advertisers
Direct deals, such as programmatic guaranteed and preferred deals, remain unaffected by these restrictions. Strengthening relationships with advertisers and securing direct deals can help publishers maintain steady revenue streams despite the policy changes.
4. Ensure Compliance with Video Control Requirements
Publishers should review their video player implementations to ensure compliance with Google’s updated requirements for video controls and sticky placements. Regularly testing and optimizing these elements will help avoid potential violations and maintain ad eligibility.
Conclusion
The upcoming changes to Google’s video inventory policies underscore the importance of staying informed and adaptable in the ever-evolving digital advertising landscape. By understanding the new restrictions and taking proactive steps to ensure compliance, publishers can mitigate the impact on their ad revenue and continue to thrive.
For publishers looking for expert guidance in navigating these changes, H&T GAMING offers comprehensive solutions tailored to your specific needs. Our team is ready to help you optimize your video monetization strategy and make the most of your digital content.
