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The effect of exclusions on performance can be significant. Video campaigns that do exclude digital content labels (besides content suitable for families) see CPMs that are over 80% higher than those that don\u2019t exclude digital content labels (besides content suitable for families).<\/p>\n
With estimated impact, brands can understand the implications of content exclusions for ad reach and performance. Agencies can also play a huge role in helping clients navigate the available options.<\/p>\n
In an era of AI-powered ads, it\u2019s important to trust that you\u2019re reaching customers around suitable content. At YouTube, we\u2019ve long relied on a combination of people and AI-powered technology to enforce our ad-friendly and community guidelines. Viewers, advertisers and creators alike benefit from a safe, vibrant platform.<\/p>\n
Specifically, AI can detect patterns that help us find content similar to what we\u2019ve already removed, in some cases before it\u2019s even viewed. We use AI to identify and remove spam automatically and remove re-uploaded content already determined to violate our policies. It\u2019s an approach we use for comments and ads on YouTube, too.<\/p>\n
Inputs from our teams of human reviewers are used to further train and improve the accuracy of our systems on a much larger scale, so our systems are always getting better.<\/p>\n
Our combination of people and technology is working but you don\u2019t have to take our word for it. We recently received content-level brand safety accreditation from the Media Rating Council for the third consecutive year. This continued accreditation followed an extensive audit that reviewed not only our policies and team of human raters but also the technology that analyzes the videos uploaded to the YouTube platform.<\/p>\n
Additionally, we prioritize safe and suitable ads experiences across platforms and formats. We\u2019re pleased that YouTube advertising meets 99% effectiveness for brand safety across in-stream, livestream, Shorts and Watch Next and Home feed content as determined by GARM brand safety standards.<\/p>\n
Our inventory is safe, and we\u2019re making it easier to tailor your ad placements across inventory and formats. We recently expanded our suitability inventory types to more areas, notably YouTube Shorts. Inventory types are a simple, straightforward way for marketers to align the goals of campaigns with groups of available content.<\/p>\n
With standard inventory, you can access the very best of YouTube, all of which must adhere to our advertiser-friendly guidelines. This is what we recommend for most advertisers. Depending on your brand, you can switch to either limited or expanded inventory. With this approach, we\u2019re enabling your ads to be safe and suitable.<\/p>\n
UK-based BT Group, one of the world\u2019s leading communications services companies and a long-time believer in brand suitability, has been testing inventory types on YouTube for the past year. \u201cUsing these new controls, we have been able to develop an approach which extends our reach but ensures our ads appear within appropriate brand-safe content,\u201d says Graeme Adams, General Manager of Media at BT Group.<\/p>\n
Use inventory types to pair your appetite for inventory with your brand\u2019s preferences.<\/p>\n<\/div>\n