Google has already begun ramping up the changes to give brands more control that where their ads appear.
It has started implementing the changes like improvement to the ad policies, increasing the brand safety levels and control for advertisers and improves transparency and resources.
1) Improving the bar for Ad Policies
Google knows that advertisers don’t want their ads to appear next to the content. From March 21, 2017, it will start cracking down on offensive, derogatory and helpful content.
Google shared in its official blog post, “So starting today, we’re taking a tougher stance on hateful, offensive and derogatory content. This includes removing ads more effectively from content that is attacking or harassing people based on their race, religion, gender or similar categories. This change will enable us to take action, where appropriate, on a larger set of ads and sites.”
The company will review its community guidelines and reconsider which type of content will be allowed on the YouTube platform. And, with stricter ad policies it will ensure that ads only show up next to the content in the YouTube Partner program from publishers.
2) More Control for Advertisers & Increase Brand Safety Levels
To advertisers help gain better control over their ads, it will be introducing the following tools in the coming days or months.
- Safe default settings: Google will be changing its default settings for ads to make sure that ads aren’t displayed on the content which advertisers find objectionable.
- Management of exclusions to be simplified: For making it easier for advertiser to exclude specific sites and channels from their Google Display Network and AdWords for Video it will introduce new account-level controls.
- More fine-tuned controls: it will be introducing new controls to make it easier for the advertisers to exclude higher risk content.
3) More Transparency and Visibility
In the coming months, advertisers will be getting more transparency and visibility on where their ads are running, and then later it will expand the availability of video-level reporting to all the advertisers.
4) Increasing Resources
It will be improving the ability to review questionable content by hiring new people and by developing new tools on machine learning and Artificial Intelligence (AI).