About the Standard content filter

The Standard content filter is the primary tool for content exclusions in video campaigns, preventing ads from showing next to content that advertisers deem inappropriate. The filter excludes the most inappropriate or graphic content from all of the individual sensitive content categories.

The filter is automatically enabled for all new video campaigns, and it is recommended for most advertisers. You can exclude additional content by using the Sensitive content categories in the Content exclusions menu to select the specific areas where you want more protection. Learn more about Sensitive content categories.

The filter is currently only available for Video campaigns.

Differences between the Standard content filter and Sensitive content categories

While the Standard content filter excludes the most inappropriate content, it doesn’t exclude everything that a particular advertiser may find objectionable. The Sensitive content categories allow you to opt out of additional content that many advertisers find inappropriate.

To illustrate the difference between these options, the following are examples of content that would be caught by the filter alone (which covers content from all categories) and by the individual content categories.

Tragedy and conflict

Standard content filter: Excludes graphic footage of combat or war

Sensitive content category: Excludes the above plus footage of soldiers marching with weapons

Sensitive social issues

Standard content filter: Excludes videos intended to elicit a response about controversial issues

Sensitive content category: Excludes the above plus news commentary about controversial issues

Sexually suggestive content

Standard content filter: Excludes videos about sex or sexual products

Sensitive content category: Excludes the above plus music videos with suggestive themes

Sensational and shocking

Standard content filter: Excludes videos of disasters or accidents that show casualties or death

Sensitive content category: Excludes the above plus videos of moderate disasters or accidents that show minimal casualties or harm

Profanity and rough language

Standard content filter: Excludes videos with frequent use of profanity

Sensitive content category: Excludes the above plus videos with profanity that has been bleeped out

Effects on campaign reach

Content exclusions naturally reduce the reach of your campaign because they restrict the amount of content available. Using the Sensitive content categories excludes more content in that individual category than the Standard content filter would alone, so each category that you activate further restricts your reach.

Using too many content categories may severely restrict the reach of your campaign, so carefully consider which are most important for your campaigns.