See what's coming to Display & Video 360
In 2025, Display & Video 360 will update the brand suitability experience to better enable you to effectively implement your suitability strategy. The important upcoming changes are the following:
- "Brand safety" on Display & Video 360 and "Category exclusions" on YouTube will be renamed "Brand suitability".
- All brand suitability controls (except third-party verification, keyword exclusions, and channels or URL exclusions) will be located at the advertiser level only. Advertiser-level controls will apply to all line items automatically. Third-party brand suitability verification, keyword exclusions, and channels or URL exclusions will be available at the advertiser-level and line item-level.
- A new control that allows for brand suitability settings to be bypassed for non-programmatic guaranteed deals will be introduced for non-Google owned & operated (O&O) inventory (Google Ad Manager and third-party exchange inventory).
- Display & Video 360, YouTube, and Demand Gen inventory will all be controlled by the same suitability controls. This means that "Content categories" and "Excluded content themes" will become available for non-Google O&O inventory.
- Digital content labels and sensitive categories (only available for non-Google O&O inventory) will sunset, as this functionality can be managed through "Content categories" and "Excluded content themes".
- The final suite of brand suitability controls that will be available are:
- Inventory modes (renamed from "Content categories")
- Excluded content themes
- Content types (renamed from "Other content types" and only applies to YouTube and Demand Gen)
- Third-party verification (renamed from "Other verification services" and available at the advertiser-level in addition to the line item-level)
- Keywords and Channels & URLs (still available at the advertiser-level and line item-level)