About content exclusions and site category options

Content exclusion settings let you opt out of showing your ads alongside certain categories of websites, videos, and mobile apps that may not be appropriate for your brand or serve your advertising goals. This article explains the available content exclusion options for Video and Display campaigns.

With a variety of content exclusion options for your campaigns (such as live streaming video, sensitive social issues, and content for mature audiences), you’ll have more control over where your ads show on the Display Network and YouTube. You can set content exclusions in an individual campaign’s settings, or apply content exclusions to all eligible campaigns in your Google Ads account.

Google has policies that define what types of content can be monetized for ads on the Display Network and YouTube. The content settings listed here are meant to give you additional control and help you exclude types of content that, while in compliance with our policies, may not fit your brand or business. 

Also see YouTube’s advertiser-friendly content guidelines.

List of content exclusion options

For Video campaigns

Content exclusions options for Video campaigns are found in campaign settings. Here are the available options:

Inventory types

With inventory types, you can opt out of groups of sensitive content that don’t align with the brand or message of your campaign.

You can select from the following 3 inventory types. You can also view more details about what content types are included and excluded for each inventory type.

Expanded inventory
 
This option lets you show ads on all videos on YouTube and Google video partners that meet our standards for monetization. This option may be an appropriate choice for brands that want maximum access to the full breadth of videos eligible for ads, including, for example, videos that have strong profanity in the context of comedy or a documentary, or excessive violence as featured in video games.
 
Standard inventory (recommended)
 
All Google Ads accounts are opted in to this inventory type by default. This option lets you show ads across a wide range of content that’s appropriate for most brands, such as popular music videos, documentaries, and movie trailers. The content you can show ads on is based on our advertiser-friendly content guidelines that take into account, for example, the strength or frequency of profanity, or the appropriateness of subject matter like sensitive events. Ads won’t show, for example, on content with repeated strong profanity, strong sexual content, or graphic violence.
 
Limited inventory
 
This option lets you show ads on a reduced range of content that’s appropriate for brands with particularly strict guidelines around inappropriate language and sexual suggestiveness – above and beyond what our advertiser-friendly content guidelines address. The videos accessible in this inventory type meet heightened requirements, especially for inappropriate language and sexual suggestiveness. For example, your ads will be excluded from showing on some of YouTube's most popular music videos and other pop culture content across YouTube and Google video partners.

Digital content labels

  • DL-G: Content suitable for general audiences (can also select “Content suitable for families”)
  • DL-PG: Content suitable for most audiences with parental guidance
  • DL-T: Content suitable for teen and older audiences
  • DL-MA: Content suitable only for mature audiences
  • Not yet labeled: Content that hasn’t been labeled yet because they haven’t yet completed the classification process

Content type

  • Embedded YouTube videos: Videos embedded on websites outside of YouTube.com
  • Live streaming videos: Video of live events streamed over the Internet

For Display campaigns

Sensitive content

  • Tragedy and conflict: Excludes graphic content of combat or war
  • Sensitive social issues: Excludes content intended to elicit a response about controversial issues
  • Profanity and rough language: Excludes content with infrequent or mild profanity, or profanity used in entertainment, comedy, satire, or music
  • Sexually suggestive content: Excludes content about sex or sexual products
  • Sensational and shocking: Excludes content of disasters or accidents that show casualties or death

Digital content labels

  • DL-G: Content suitable for general audiences (can also select “Content suitable for families”)
  • DL-PG: Content suitable for most audiences with parental guidance
  • DL-T: Content suitable for teen and older audiences
  • DL-MA: Content suitable only for mature audiences
  • Not yet labeled: Content that hasn’t been labeled yet because they haven’t yet completed the classification process

Video content types

  • Live streaming YouTube video: Footage of a live event streamed on YouTube
  • Embedded YouTube videos: Videos embedded on websites outside of YouTube.com
  • Below-the-fold: Section of a page people have to scroll down to see
  • Parked domains: Registered but undeveloped website domains
  • In-video: Video where ads are shown within the video player
Was this helpful?
How can we improve it?

Need more help?

Sign in for additional support options to quickly solve your issue