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Product-specific policies

AdSense for video and games policies

Google Interactive Media Ads (IMA) policy for video and game monetization

Google Interactive Media Ads (IMA) products enable AdSense and DoubleClick Ad Exchange publishers to display linear and non-linear ads within interactive media content such as videos and games. These publishers can use products such as AdSense for games, AdSense for video, Games on DoubleClick Ad Exchange, and Video on DoubleClick Ad Exchange to earn revenue using relevant, non-intrusive ad placements from Google's extensive advertiser network.

To monetize your interactive media content with Google ads, you must comply with the following policies:

Content requirements
Children's Online Privacy Protection Act (COPPA)
Video players and games implementation
Ad serving guidelines
Ad format guidelines

Content requirements

  • Publishers can only display AFG or AFV ads when video, gaming, or audio/music is present.
  • Content displaying ads must adhere to the AdSense program policies and, where applicable, the DoubleClick Ad Exchange Seller program guidelines. For example, video and gaming content must exclude:
    • Pornographic, adult, or any mature content not deemed compliant with our content policy.
    • Content that is illegal, promotes illegal activity, or infringes on the legal rights of others.
    • Violence, racial intolerance, or advocacy against any individual, group, or organization.
    • Copyrighted content, unless given the necessary legal rights to display that content. Please see our Copyrighted material policy for more information.
  • High-quality, accurate metadata and description URLs must be provided and maintained for all monetizable video and gaming content (see Set the description URL parameter in your ad tags).
  • Publishers cannot use IMA products to monetize YouTube-hosted content. For YouTube content, publishers must monetize through the YouTube partner program.
  • Publishers must own the legal rights to monetize content using IMA products.
  • Publishers are responsible for ensuring that pages embedding their video and gaming content are compliant with the AdSense program policies and/or, where applicable, the DoubleClick Ad Exchange Seller program guidelines. If publishers cannot guarantee this, we recommend that they don't request ads on those pages.
  • Publishers must have and abide by an appropriate privacy policy that clearly discloses that third parties may collect certain types of information about a user's visit to their websites, including whether the user interacted with content on the sites.
  • To the extent that there is any conflict between these video policies and the DoubleClick AdX Seller program guidelines, then publishers needs to comply with the version of the conflicting provision in the DoubleClick AdX Seller program guidelines.

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Children's Online Privacy Protection Act (COPPA)

If you use Google's Platform Products in connection with content that is directed at children under the age of 13 years, you must notify Google using Search Console or tag your site, app, or ad request for child-directed treatment. You must not use interest-based advertising (including remarketing) to target: (i) past or current activity by users known by you to be under the age of 13 years or (ii) past or current activity on sites directed at users under the age of 13 years.

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Video players and games implementation

  • Publishers must adhere to the Google Interactive Media Ads (IMA) SDK Terms of Service.
  • Publishers must utilize video players and/or games based on the following platform prerequisites:
    • Capable of Google IMA SDK integration (HTML5, iOS or Android) and/or compliant with VAST and VPAID standards (for example, the IMA Adapter) and/or DoubleClick Dynamic Ad Insertion (e.g., tvOS, Roku, or Chromecast).
  • Players and games must accommodate all appropriate types of user interaction with ads (e.g., clickthrough URLs, volume controls, pause).
  • Players and games that auto-play on page load must be above-the-fold on a typical browser (viewport) size of 1024 x 728 pixels.
  • Players and games must pause the content when a user clicks on an ad (the ad may continue to run). After an ad click, content may not resume until user initiation (e.g., the user clicks "play").

Minimum size and aspect ratio requirements

  • All video players and games must maintain an aspect ratio of 4:3, 16:9, 1:1, 3:4, or 9:16, or as otherwise approved by Google.
  • Video players and games displaying video ads must be at least 256 pixels in their longer dimension.
    • For the aspect ratios above, that translates into minimums of 256x192, 256x144, 256x256, 192x256, or 144x256 respectively.
    • Video players and games displaying overlay ads must be at least 400 pixels wide and 100 pixels tall (see Supported overlay ad sizes).

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Ad serving guidelines

  • Publishers may not obscure, hide, remove or change the rendering of any ad content, unless expressly permitted by Google.
  • Publishers may not obscure, hide, or remove the rendering of any ad controls, unless expressly permitted by Google.
  • Publishers cannot alter code provided by Google or manipulate standard ad behavior, targeting or delivery of ads in any ways that aren't explicitly permitted by Google.
  • Users need to be able to clearly identify ads versus video and gaming content.
  • Ad banners and images must not be used as template backgrounds for video and gaming content.
  • Ads must not be placed in close proximity to or obstruct in any way game or video player controls (play, pause, volume, etc.).
  • Only one ad can be displayed within the player or game at any given time.
  • All requested ads eligible to serve need to be displayed on the next available ad slot (as clients cannot create ad queues).
  • Ads must display until the user navigates away from the page or content, unless otherwise noted for specific ad formats (see Ad format guidelines below).
  • All ad serving guidelines also apply to any third-party ads you choose to display in players with Google ads.
  • Gaming content publishers must additionally adhere to the AdSense policies for content ads on game play pages.

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Ad format guidelines

TrueView skippable video ads (linear) and AdX skippable inventory

TrueView ads are proprietary ad formats from Google that run on YouTube as well as eligible GVP properties including Ad Exchange, AdSense, and AdMob sites and apps. They are optimized for viewability and user engagement, respectful of viewers, and support Google brand measurement to quantify impact for advertisers.

TrueView engagement is continuously monitored to determine inventory eligibility for all publishers and domains. Inventory eligible for TrueView can be reduced as a result of low user engagement for a particular publisher or domain.

  • Ads are only eligible to serve in the pre-roll video ad placement or in mid-rolls, provided the sum duration of video content exceeds the sum duration of video ads.
  • To serve in midrolls, the video content's duration must be at least 10 minutes.
  • No TrueView skippable ads may display after a non-TrueView non-skippable ad has shown, and TrueView ads must have at least 7 minutes of video content between them. Ads must persist in the player or game until the user selects 'Skip Ad', or the completion of the ad.
  • Video ads must be audible by default. They must be played back at the same volume level as the video, game, or audio/music content.
  • Video content playlists that auto-play may only display TrueView ads in the pre-roll placement prior to the initial video, or between videos in the playlist, provided the sum duration of video content exceeds the sum duration of video ads.

For TrueView ads, the duration of the ad is considered as the amount of time before a user is able to skip the ad. To display more than one video ad, the video content clip must have duration longer than the sum duration of all the video ads.

In-Stream non-skippable video ads (linear)

  • Ads are eligible to serve in pre-roll, mid-roll and post-roll video ad placements, provided the sum duration of video content exceeds the sum duration of video ads.
  • Ads must persist in the player or game until completion of the ad, and cannot be altered with skip or partial-view functionality.
  • When audible, video ads must be played back at the same volume level as the video, game, or audio/music content. Video ads must be audible by default unless in a muted autoplay video ad placement.
    • Muted autoplay video ad placements can only serve ads via preferred deals, programmatic guaranteed deals, unless explicitly permitted by Google. When unmuted, the video should play back at the same volume level as the video, game, or audio/music content.
  • Only one auto-play player or game is allowed per page
  • Video content playlists that auto-play may only display video ads in the pre-roll placement prior to the initial video, or between videos in the playlist, provided the sum duration of video content exceeds the sum duration of video ads.
    • Video ads may only be displayed in a video content clip that runs for at least as long as the duration of the video ad. To display more than one video ad, the video content clip must have duration longer than the sum duration of all the video ads.

Overlay bottom-third ads (non-linear)

  • Ads are not permitted to run across games, and are not available for AdSense for games and Games on Ad Exchange.
  • Ads may start any time during the video content.
  • Ads must display for at least 15 seconds, or until minimized or closed by the user.
  • To display one overlay ad, the content clip must be 30 seconds or longer.
  • To display additional overlay ads, the publisher needs to consider one of these options:
    • The content clip must have 7 additional minutes of content per overlay (i.e., three overlay ads for 15 minutes of content).
    • The user paused and then restarted the video content.

Full-slot ads (non-linear)

  • Ads will be served as though they were linear ads in pre-roll, mid-roll and post-roll placements.
  • Ads and all associated UI elements should be entirely visible, and not covered in any form or manner.
  • Ads must display for at least 15 seconds, or until closed by the user.
  • To display full-slot ads, the content clip must be 15 seconds or longer.

Companion ads

  • Publishers using companion ads must place these ads close enough to the corresponding video ads for direct association.

Sticky Video player policy

A sticky video player is a video player that remains in a fixed location on the screen. The implementation of AdSense ads in sticky video players is only allowed on desktop web.

All Sticky Video Player Implementations must start out as an in-page video player that is not sticky. As the user scrolls the page, the video should transition from playing in the in-page video player to playing in a sticky video player, which remains in view as the user scrolls the page.

These policies apply specifically to Sticky Video Player Implementations:

  • Only one video player may be playing in view at any given time.
  • The sticky video player must include non-ad content.
  • No other in-page videos (content or ads) can be playing while the sticky video player is playing.
  • The in-page video player must be fully viewable on the page before transitioning to the sticky video player.
    • The transition from in-page video player to sticky video player (or vice versa) may animate over in-page video ad content, in-page ad content, or in-page content (including navigation), but the animation must be immediate and not interfere with user interaction with the content.
  • If the sticky video player has more than one edge overlapping in-page video ad content, in-page ad content, in-page content, or in-page navigation, the sticky video player must include a dismissal feature.
    • There must not be a video ad or in-page ad that is clickable within 30 pixels of the edges of the dismissal feature. 
    • The dismissal feature must be visible without needing the user’s cursor to hover over the video.
    • When clicked, the dismissal feature must pause the video and
      • cause the sticky video player to disappear from the viewable screen entirely without reflowing other page content on screen at the time, or
      • return the video to original in-page video player, without scrolling the page.
  • The sticky video player must comply with minimum size requirements for video ad implementations.
  • Once the in-page video player transitions to a sticky video player, the sticky video player must remain in a fixed location on the screen, unless the user scrolls back to where the in-page video player was first displayed. In that case, the video should transition back from playing in the sticky video player to playing in the original in-page video player. When the user scrolls past again, the sticky player may once again reappear, so long as once it appears, it remains in a fixed location on the screen.
    • If desired, the sticky video player may be draggable/repositionable by the user.
      • A user dragging/repositioning the sticky video player should not trigger an ad event while a video ad is playing in the sticky video player.
      • If the sticky video player is draggable/repositionable by the user, it must have a dismissal feature.
  • On its own, apart from user action, the sticky video player should not reposition itself.
  • On its own, apart from user action, the sticky video player should not disappear from view unless all its video ads and content have finished playing.

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