Ad content filtering

Some types of ads may be more suitable for your app’s audience than others. Showing users ads that are a better fit can improve their overall ad experience and help maximize your app’s revenue. 

Ad content filtering can help by giving you more control over the content of the ads shown to your users. And, because you set the content rating on a per-request basis, you can customize the ad experience for different segments within your audience.

Digital content labels

AdMob uses digital content labels to rate the suitability of ad content for different audiences. These labels are similar to content ratings set other organizations for movies or video games. 

The digital content labels are defined as:

  • G: Content suitable for general audiences, including families
  • PG: Content suitable for most audiences with parental guidance
  • T: Content suitable for teen and older audiences
  • MA: Content suitable only for mature audiences

Both Google Play and the Apple App Store have their own ways of rating and labeling the suitability of content for different age groups. Refer to the following table to decide which digital content label corresponds to your app audience.

Digital content label Google Play (Android) App Store (iOS)
G 3+ 4+
PG 7+ 9+
T 12+ 12+
MA 16+, 18+ 17+


Content ratings in app stores are used to describe the minimum maturity level of content in apps. However, content ratings don't tell you whether an app is designed for users of a specific age.

Using max_ad_content_rating for ad requests

When a user generates an ad request in your app, you can apply the max_ad_content_rating setting to the request to specify the maximum content rating of the ads used to fill it. This means that the digital content label of the ad used to fill the request should be limited to ads that are at or below the specified maximum content rating.


  • An ad request with a max_ad_content_rating set to T could be filled with ads labeled T, PG, or G.
  • An ad request with a max_ad_content_rating set to G could only be filled by ads labeled G.

Tagging ad requests

The digital content label of the ads shown in your app can also be affected by the other ways in which the requests are tagged. Each tag has its own default value. Regardless of the max_ad_content_rating, an ad request won’t be filled with an ad above the default value.

If the request is tagged as... The default value is... The available values for
max_ad_content_rating are...
Designed for Families
(primarily child-directed)
Designed for Families
(mixed audience)
Not tagged/default MA G, PG, T, MA


Review the instructions on the Google Developers site to implement it in your ad requests:

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