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Product-specific policies

Video publisher policy

This policy applies to AdSense publishers, and Google Ad Manager Partners using Google Monetisation (Preferred Deals, Programmatic Guaranteed, Private Auction and Open Auction), who monetise with video ads in auction, including ads shown in in-stream content, audio content or in outstream placements (e.g. games, in-article, in-feed). Anywhere that a video ad is eligible to serve (in a game, in a video player with in-stream video or in a standalone outstream placement) is considered the video ad placement.

Policy requirements are organised under these key principles:

Specific ad formats also have their own, additional requirements:

Use supported implementations

Use of supported Google video implementations is required in order to allow us to optimise user experience, enable brand measurement, protect against invalid traffic and render proprietary formats such as TrueView.

  • In-stream ads: Video ad placements next to video or audio content must use the Google Interactive Media Ads SDK or the Google Mobile Ads SDK on supported platforms, unless through an official Google Beta programme.
    • Publishers can't use interactive media ad products to monetise YouTube-hosted content. For YouTube content, publishers must monetise through the YouTube partner programme.
  • Outstream ads: To be eligible to serve outstream ads, video ad placements must use Google-provided outstream solutions: on web, Google Publisher Tags; in app, the Google Mobile Ads SDK.
    • The Google Interactive Media Ads SDK isn't allowed for outstream placements, except for placements in games.

Accurately describe inventory

Use metadata and declarations to accurately describe inventory so that advertisers are correctly informed where their ads run.

  • Ensure that high-quality, accurate metadata and description URLs are provided and maintained for all monetisable video and audio content, as well as for web games (See Set the description URL parameter in your ad tags).
  • Video ad placements must either be audible by default or properly declared as a muted placement.
    • Note: For outstream placements using Google's format libraries, muted declarations are automatically handled correctly.
  • Only place in-stream video ad placements with valid in-stream content.
    • Video slideshows highlighting content available on a site without original video content aren't valid in-stream content.
    • In-stream video ads must not be served in outstream video ad placements, including in in-banner video ad placements.
    • In-banner video ad placements include, but aren't limited to:
      • Showing video ads in a display banner ad on a web page or app.
      • Showing video ads in the rail of the page, such as in a 300 x 250 slot on desktop.
      • Showing video ads in placements with no accompanying video content, apart from outstream placements.
      • Showing video ads in placements that cycle between display ad units and video ads, whether or not there's accompanying video content.
  • Accurately declare video ad placement size.

Protect advertiser value

To protect advertiser value, users need to be able to engage with video ads. Video ads must render properly in video ad placements. Video ad placements must avoid surprising users or behaving in unexpected or non-standard ways.

  • All video ad placements must maintain a standard aspect ratio of 4:3 or 16:9 for horizontal videos, 3:4 or 9:16 for vertical videos or 1:1 for square videos.
  • Video ad placements must be at least 256 pixels in their longer dimension, and at least 144 pixels in their shorter dimension.
  • Don't obscure, hide, remove or change the rendering of any ad content or ad controls.
  • Ads must not be placed in proximity to or obstruct game or video player controls (play, pause, volume, etc.).
  • Ads must display until the user navigates away from the page or content, unless otherwise noted for specific ad formats (see Additional requirements for specific ad formats, below).

Respect the user

Video ads must serve in an environment that's respectful of users’ experience and time:

  • For in-stream ads, the sum duration of video content must exceed the sum duration of video ads.
  • For outstream ads, including ads in games, the amount of content experienced by users must exceed the sum duration of interstitial ads.
  • Ads must not autoplay below the fold, nor may ads play on hover.
    • On desktop, autoplay is only allowed when at least 50% of the ad unit is visible on a 1024 x 768 viewport.
    • On mobile, autoplay is only allowed when at least 50% of the ad unit is visible on a 360 x 600 viewport.
  • No more than one video ad placement may play in view at any given time.
  • Additional policies apply to video ad placements in a sticky video player (a video player that remains in a fixed location on the screen):
    • A sticky video player must start out as an in-page video player that isn't sticky.
      • As the user scrolls the page, the video must 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.
    • The in-page video player must be fully viewable on the page before transitioning to the sticky video player.
    • 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.
      • The dismissal feature must be visible without needing the user to hover over or tap on the video.

Additional requirements for specific ad formats

TrueView and skippable video ads

AdWords allows advertisers buying on YouTube to extend their budgets to sites and apps that partner with Google, including using our proprietary TrueView format. To be eligible to receive skippable ads, including TrueView ads, these additional policies apply:

  • Video ad placements must be audible by default.
  • Scroll-to-play ads aren't permitted for TrueView.
  • For mid-rolls, the video content’s duration must be at least 10 minutes.

Outstream ads

Outstream ad placements are 'out of stream' – i.e. video ad placements that don't have an accompanying video. This includes in-app interstitials, in-article ads, in-feed ads and ads in games. To be eligible to receive outstream ads, these additional policies apply:

  • Outstream ads must be clearly identified as advertisements. Learn more about ad attribution.
  • Autoplay outstream video ad placements, apart from interstitials and rewarded placements, must be muted by default, unless the user has explicitly opted to enable sound.
    • For interstitial placements, audio can be enabled or disabled on initial load, subject to the user’s phone settings. For example, if an interstitial loads when the user’s phone sound is off, the interstitial must load in a muted state.
  • Outstream video ads other than interstitials may begin playing only when at least 50% of the pixels in the player are visible in the viewport and must stop playing when fewer than 50% of the pixels in the player are visible in the viewport, unless the user has interacted with the play button in the video ad controls.
  • Outstream video ad placements can't cause the page to reflow its layout before, during or after the video ad renders. In other words, the placement must not shift the content up or down in the user's viewport. The placement must not expand to full screen on scroll over.
  • Outstream video ad placements, except interstitials, must scroll along with the other content in the app or page. No sticky implementations of outstream ads are allowed.
  • In-article ads must be placed between paragraphs, and in-feed ads must be placed within a feed of items.
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