In the world of Ads, certain requests related to user experience are sometimes echoed. And a minimum control over the type of advertising content you want to see is one of them.

A few days ago, Google unveiled a new configuration option developed in collaboration with IARD (International Alliance for Responsible Drinking) to allow the user to limit the ads related to alcoholic beverages or gambling that are shown to them.

In the same way that advertisers can put certain age restrictions on their ads, users will be able to choose whether or not they want to receive advertising related to these topics, either for a matter of comfort, or for an ethical or personal issue derived for example problems such as addiction to alcohol or gambling.

Unlike other configuration options, which allow the hiding of certain specific ads, the limitation of this type of content can also be configured to the full category.

This will reduce the number of ads it shows, but it will not eliminate them completely.

It should be noted that these types of advertisements depend on the sector's own policies and standards for their legal use, in addition to the laws themselves in this regard in each country, such as the legal age for alcohol consumption. In addition, the advertiser must have received a previous Google Ads certification to be able to create this type of campaign.At the moment the implementation of this function is limited to YouTube in the United States, but the goal is to establish it as a standard function worldwide by the first part of 2021.

 

How will this affect advertisers of these types of products in Ads campaigns?

The implementation of this option could be seen as a way to improve audience segmentation, since it is the users themselves who, through these adjustments, declare their preferences and products of interest.

On the other hand, an alternative would be to find a way to reach a larger audience through solutions such as diversifying our Ads strategy towards other platforms.

Something that, as we are already seeing, will occur more and more frequently by 2021.

 

And Google is not stopping, so stay tuned for more news!

JOS (sin la E)