YouTube is set to introduce ad blocking controls at the channel level, transitioning this feature from AdSense directly into the YouTube platform.
How it works:
- Creators can access ad blocking controls via YouTube Studio on desktop.
- The feature is available to channels with watch page monetization enabled.
- Controls can be found under Settings.
Why we care. This change could enhance brand safety but might also lead to increased competition for fewer ad placements or alter how ads align with specific content, impacting campaign performance and reach. It’s important to assess what works best for your brand as there isn’t a one-size-fits-all solution.
The catch. YouTube cautions that limiting ad categories could decrease channel revenue (and, let’s be honest, Google revenue too).
YouTube has been addressing ad blockers for years, nearly reaching a legal crossroads. While it’s beneficial for Google to provide easy access to these controls, using them wisely might not always align with Ad support’s advice.
Between the lines. This development allows creators more direct control over their content monetization without needing to navigate through AdSense, possibly enhancing brand safety and creator satisfaction.
What’s next. The feature is expected to be available by the end of this week, marking a significant change in how creators manage their advertising preferences.
Bottom line. Although these new controls provide creators with greater autonomy, they will need to consider the trade-off between brand safety and potential revenue impacts.
