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More advertiser control on YouTube

By Baljeet Singh

Senior Product Manager

This post is part of the “BizBlog Series,” which was formally its own blog. Check back each week to see articles about partners and advertisers on YouTube, or search under the label 'BizBlog'. 

We’re constantly working to give advertisers control and flexibility over their YouTube campaigns. We place great value on this because ads are an extension of what a company represents as a business, and we want YouTube to be a place where that reputation and image can flourish.

To that end, we’ve been rolling out features to keep advertisers in control of their campaigns. We announced one such example last week, when we launched a feature that gives select advertisers the ability to voluntarily age-restrict their videos. But there’s more work to do.

To date, we’ve given advertisers the ability to pick and choose individual videos on YouTube to target using our Video Targeting Tool. But one of the most frequently requested features we’ve heard from advertisers is the ability to exclude individual videos and channels from the campaigns they run on our site. Today, we’re excited to announce video and channel exclusions, a way for advertisers to pick specific YouTube videos and channel URLs that they don’t want their ads to appear on.

Here’s an example: let’s say you run a vegan bakery. You want to strike a balance between good exposure for your baked goods online, while staying true to your company values in offering items free of animal or dairy-products. Now you can indicate which videos are not the best fit for your audience. Since your customers are probably not watching "Homewrecker Hot Dog," you can provide this video exclusion under the "Networks" tab.

Similarly, you might run a keyword-targeted campaign on bakery-related keywords and exclude whole channels that you don’t feel suit your audience. So if FoodNetworkTV has videos centered mostly around cooking meat dishes, you have the controls to prevent ads from showing on that channel and specific videos.

Alternatively, if your ads are appearing on a video that has content you deem inappropriate for your audience, or perhaps isn’t performing in terms of click-through rate or conversions, you can optimize your campaign by using this new feature to exclude it.

Google has also been investing significantly in ensuring brand safety, transparency and control for advertisers across the Google Display Network. We’re hoping that these added layers of control will make your campaign targeting even more precise. Keep sending us your feedback so we can make future product improvements.