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Brand safety targeting

In 2025, Display & Video 360 will update the brand suitability experience to better enable you to effectively implement your suitability strategy. Learn more about the changes that will be implemented.

You can use brand safety targeting to make sure you only purchase inventory that meets or exceeds your brand safety requirements.

Target inventory based on digital content label

To set brand safety targeting for a line item, navigate to the Brand Safety targeting page, then select one or more digital content labels to target. Digital content labels range from "DL-G", which corresponds to content that's suitable for general audiences and is considered the most brand safe level, to "DL-MA", which corresponds to content suitable only for mature audiences.

Mobile app and connected TV inventory are supported.

Learn more about digital content labels in Display & Video 360.

Filter inventory based on sensitive category

The sensitive content categories below are available for display, video, and audio line items. Learn more about the content category settings for YouTube & partners line items.

In addition to filtering inventory using brand safety levels, you can also block inventory based on the subject matter of its surrounding content. Sensitive category blocking in Display & Video 360 uses proprietary Google technology to classify content and block based on a variety of signals. View sensitive categories available in Display & Video 360.

Mobile app and connected TV inventory are supported. Some apps (like news or classifieds apps) support content URLs and are categorized on the content (or page) level, but most are categorized by the app’s main function, not its content.

Set brand safety targeting for an advertiser

Digital content labels and sensitive categories can also be excluded for an advertiser. Use these exclusions to help set a base level of brand suitable targeting that will apply to all current and future campaigns, insertion orders, and line items.

Here's how:

  1. Navigate to Advertiser and then  Settings and then Targeting.
  2. Click Edit Edit  to expand targeting criteria and make changes.
  3. Click Save. 
Targeting set for an advertiser cannot be edited in campaigns, insertion orders, or line items. You must return to the advertiser to edit these targeting settings. This targeting will not affect default line items for programmatic guaranteed deals.

Your advertiser can also block a channel of apps or URLs to prevent ads from serving near unsuitable content. Learn more

Use third-party brand safety technology

You can use third-party verification technology to enforce brand safety thresholds for impressions you purchase.

  1. Open an advertiser in Display & Video 360, and click the insertion order you want to edit.

  2. Once you've opened an insertion order, you can set media quality requirements as part of the insertion order's default targeting or you can set media quality requirements in the targeting of individual line items. Either way, you can find third-party pre-bid verification settings in Targeting and then Brand Safety.

  3. Once you've opened the Media Quality settings, select a verification service provider:
    • Integral Ad Science

    • DoubleVerify

    • Adloox

  4. Click Done once you're done configuring all of the above information.
Prices are set and provided to Google by the verification service providers. These prices may be updated in Display & Video 360 at any time without prior notice.

Troubleshooting

Use the "Video Rating Tier" section of the Troubleshooter for your line items to verify the number of impressions that came in for each video rating tier versus the video rating tier being used in the line item’s targeting. You can use this information to adjust your targeting as needed. Learn more

Limitations

  • Audio inventory isn't supported by third-party brand safety targeting. First-party brand safety content labels for audio are derived from app- and site-level information, rather than content-level information.

Frequently asked questions (FAQs)

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