5 ways Google and YouTube advertisers can protect their brands

Google has introduced several updates to assist advertisers in maintaining brand safety and suitability on YouTube and the Google Display Network.

Danielle Wolinsky, Google’s Global Lead for Advertiser Trust and responsibility, presented various options for brand protection, such as a new feature that enables marketers to easily select topics they want to exclude on both YouTube and the Google Display Network.

Below, is a roundup of the five new ways advertisers can safeguard their brands on YouTube.

1. Simplified ability to exclude themes

Now, worldwide, you can easily filter out themes on YouTube and the Google Display Network that don’t fit your brand, offering more precision and clarity. These filters offer more accuracy and clarity when removing specific content types.

2. Estimated Impact in Google Ads

This tool helps you assess the impact of your settings on inventory, impressions, and costs. – and it is now accessible to all YouTube advertisers. You can use this tool to analyze how excluding certain content may affect ad reach and performance. It can also be used to help agencies can assist clients in making informed choices.

3. Leveraging AI for ad safety

YouTube’s AI technology can now spot patterns that help the platform to detect similar content that’s previously been removed – sometimes even before it’s seen. It’s also used to automatically identify and remove spam and content that has already violated YouTube’s rules. The same approach is applied to YouTube comments and ads as well.

4. Content-level brand safety accreditation

YouTube has received content-level brand safety accreditation from the Media Rating Council for the third year in a row following an extensive audit. YouTube advertising is 99% effective in ensuring brand safety for in-stream, livestream, Shorts, and Watch Next/Home feed content, meeting GARM brand safety standards.

5. Tailoring YouTube ad placements

YouTube now offers expanded suitability inventory types to more areas, including YouTube Shorts, allowing marketers to align their campaigns with specific content categories. The recommended choice for most advertisers is the standard inventory, ensuring adherence to YouTube’s advertiser-friendly guidelines. Depending on your brand, you can opt for either limited or expanded inventory, giving you flexibility in reaching your target audience.

What Google is saying. Danielle Wolinsky, Google’s Global Lead, Advertiser Trust & Responsibility, said in a statement:

• “In our dynamic industry, one thing won’t ever change: marketers and users alike need to trust the entire ad ecosystem. That’s how we can keep the web open and free.”
• “Brand safety and suitability are top priorities for us. We actively enforce our publisher policies and work to ensure your ads on YouTube don’t appear next to harmful content.”
• “Because there is no one-size-fits-all approach, we’re prioritizing transparency and control for marketers of all sizes.”

Deep dive. Read Google’s announcement in full for more information.