Educating for the healthiest video ad ecosystem

Proprietary + Confidential
Educating for the healthiest video ad ecosystem

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Comprehensive Video Resource Guide
For Channel Partners on-boarding new child publishers and for those already
Who working with video looking for insight where video meets policy.
A comprehensive video on-boarding and video policy education

What resource guide.
It takes a collective effort to maintain a network where users

enjoy navigating to a publishers site and where advertisers
Why wish to spend their dollar. This guide lays the foundation for all
of us to do so.
Why is Policy Compliance Important regarding Video?
❏ It is our goal to maintain a network

where users enjoy navigating to a
publisher’s page and where advertisers
Users desire to spend their dollar
❏ Advertisers may only feed ads into

policy-compliant video implementations
❏ Make your video ad revenue grow with

these policy-compliant
implementations
Advertisers Publishers
Four Key Principles to Ensuring a Healthy Ecosystem
Users Publishers Advertisers
Using Supported Accurately Describing Protecting Advertiser

Respecting the User
Implementations Inventory Value
Four Key Principles to Ensuring a Healthy Ecosystem
Using Supported Implementations

Use metadata and declarations to accurately describe
inventory so that advertisers are correctly informed where
their ads run.
In-stream ads: Video ad placements next to video or audio content must use the Google
Interactive Media Ads SDK or the Google Mobile Ads SDK on supported platforms, unless
through an official Google Beta program.
- Publishers cannot use interactive media ads products to monetize YouTube-hosted content.
For YouTube content, publishers must monetize through the YouTube partner program
- Ensure that high-quality, accurate metadata and description URLs

are provided and maintained for all monetizable video & audio
content, as well as for web games (See Set the description URL
parameter in your ad tags).
- Video ad placements must either be audible by default or properly

Accurately Describing declared as a muted placement.
Inventory - Note: for out-stream placements using Google's format libraries,
muted declarations are automatically handled correctly.
Use metadata and declarations to
accurately describe inventory so
that advertisers are correctly
- Only place in-stream video ad placements with valid in-stream content.
informed where their ads run.
- Video slideshows highlighting content available on a site without
original video content are not valid in-stream content.
- In-stream video ads must not be served in out-stream video ad
placements, including in in-banner video ad placements.
- Accurately declare video ad placement size.

- For in-stream ads, the sum duration of video content must exceed
the sum duration of video ads
- For out-stream ads, including ads in games, the amount of content

experienced by users must exceed the sum duration of interstitial
Respecting the User ads.
Video ads must serve in an

environment that is respectful of
users’ experience and time - Ads must not autoplay below-the-fold, nor may ads play on hover.
- On desktop, autoplay is only allowed when at least 50% of
the ad unit is visible on a 1024x768 viewport.
- On mobile, autoplay is only allowed when at least 50% of the
ad unit is visible on a 360x600 viewport.
- No more than one video ad placement may play in view at any given
time.
- All video ad placements must maintain a standard aspect ratio of 4:3
or 16:9 for horizontal videos, 3:4 or 9:16 for vertical videos, or 1:1 for
square videos.
- Do not obscure, hide, remove or change the rendering of any ad

Protecting Advertiser content or ad controls.
Value
Users need to be able to engage - Ads must display until the user navigates away from the page or
with video ads. Video ads must content, unless otherwise noted for specific ad formats (see
render properly in video ad Additional requirements for specific ad formats, below).
placements. Video ad placements
must avoid surprising users or
behaving in unexpected or - Ads must not be placed in proximity to or obstruct game or video
non-standard ways. player controls (play, pause, volume, etc.).
- Video ad placements for in-article and in-feed video ads must be at

least 256 pixels in both their longer and shorter dimensions (with the
exception of 300x250 and 320x180, which are also permitted).
- All other video ad placements must be at least 256 pixels in their longer
dimension, and at least 144 pixels in their shorter dimension.
On-Boarding with Ad Exchange

Video
Two Starting Points to Working with Video
Channel Partners Ensuring all Video

On-Boarding with Implementations
Video are
Policy-Compliant
Channel Partners On-Boarding with Video
❏ As a Channel Partner of Google, this is the necessary

information to successfully and seamlessly onboard a new
publisher
❏ Ad Exchange for Video Overview ❏ Video Player Necessities
❏ Video Technology Partners ❏ Ads.txt
❏ VAST and IMA SDK Integration ❏ Policy Enforcements
❏ Ad Tags ❏ Resource Compilation
❏ VAST Errors
Prerequisites
Ad Exchange for Video Overview
For more insight into what these answers

may look like, please consult the following
resource.
❏ Am I eligible to integrate Ad Exchange for

video into my video player or video server?
❏ What ad types does Ad Exchange support?
❏ What in-stream video integration option best
suits my business model?
Set-up
IMA SDK Ad Tag
❏ Usage of Google’s IMA SDK will greatly ❏ Ensure required parameters in ad tag are
increase performance and is required to set correctly
access Google demand! ❏ Generate Ad Tags for Video Solutions
❏ See which video players are already ❏ Make sure to set the Description URL so
integrated with the IMA SDK here advertisers can categorize and rate the
video content on your page
❏ If your partner has a custom player, they
can find out how to integrate the IMA SDK ❏ You can pass video content metadata to
here increase your fill rate using specific
parameters in your video ad tags
❏ Use the Open Measurement SDK for
viewability measurement, which minimizes
the need to integrate with multiple SDKs.
Set-up
Video Player Policy Necessities
❏ Publishers may not obscure, hide, remove or change the rendering of any ad content, unless
expressly permitted by Google. Publishers cannot alter code provided by Google in a manner
that may manipulate standard ad behavior, targeting or delivery of ads in any ways that aren’t
explicitly permitted by Google.
❏ Ads must not be placed in proximity to or obstruct game or video player controls
❏ Necessary controls include those of a typical video player

❏ Volume control
❏ Play/Pause controls
❏ Etc.
Set-up
Ads.txt
❏ Authorized Digital Sellers, or ads.txt, is an IAB initiative to improve transparency in

programmatic advertising.
❏ Publishers can create their own ads.txt files to identify who is authorized to sell their
inventory.
❏ Declare authorized sellers with ads.txt

❏ Ads.txt management in Ad Manager
❏ Ensure ads.txt files can be crawled
Optimization
VAST Errors
❏ VAST errors are a useful signal to determine ❏ Many VAST errors can be corrected in two
implementation health ways:
❏ By adjusting video player
❏ Mitigating VAST errors has multiple implementations
benefits: ❏ By adjusting monetization strategy
❏ Increased inventory utilization
❏ Increased revenue + average eCPM ❏ Ask your account manager how you can
❏ Better experience for users reduce your VAST errors
Policy
Resolving Policy Enforcements
❏ The Ad Manager Policy center gives you detailed information about policy violations that have
been found on your sites, site sections or pages, as well as the steps to resolve issues with ad
serving and request reviews after you've made changes.
❏ In the Policy center you can see:
❏ Which of your pages or sites we've found to have policy violations
❏ Information on why your site, site section or page is in violation
❏ The steps you need to take to comply with the Ad Manager Program policies
❏ How to request a review of your page or site after you've addressed the violations.
Resources
Resource Compilation
❏ Google Video Publisher Policy ❏ Proper use of sticky players
❏ Video Viewability Best Practices ❏ Exchange Best Practices

and Optimization Tips
❏ Coalition for Better Ads
❏ AdSense Policy FAQs
Working with Policy-Compliant Video

Implementations
Channel Partners Currently Working with Video
❏ As a Channel Partner of Google, this is the necessary information to

get and stay video policy-compliant by implementing quality video
❏ The Video Implementation Policies

❏ The Three Most Common Video Implementation Violations
❏ Resource Compilation
The Nine Video Implementation Policies
❏ This slide deck highlights the in-stream video implementations with an example of
what each entails.
❏ With these policy compliant implementations, a publisher can look to avoid
low-user-engagement and in turn host an impactful user interface and
user/advertiser experience.
❏ Player Size ❏ Sticky Players

❏ Auto-Play Below the Fold ❏ Muted Ads
❏ Multiple Auto-Play Video Players ❏ In-Banner Video
Player size
All video players and games must
maintain an aspect ratio of 4:3, 16:9, Less than 256 px
1:1, 3:4, or 9:16, or as otherwise
approved by Google. Video players
and games displaying video ads must
be at least 256 pixels in their longer
dimension, and at least 144 pixels in
their shorter dimension.
Autoplay below-the-fold
On desktop, autoplay is only allowed

when at least 50% of the ad unit is
visible on a 1024x768 viewport.
On mobile, autoplay is only allowed

Above-the-fold
when at least 50% of the ad unit is
visible on a 360x600 viewport.
Below-the-fold
Multiple Autoplay
No more than one video ad
placement may play in view at any
given time.
Non-Compliant Sticky Player
If you utilize a sticky player, the

player must first start as a full-size
in-page video that is not sticky.
This must be viewable before

transitioning to a sticky video
player.
As the user scrolls the page, the

video should transition from
playing in the in-page video player
to playing in a sticky video player,
which remains in view as the user
scrolls the page.
When is a dismissal feature required?
If more than one edge overlaps, there must be a

Display Ad visible dismissal feature.
Reasoning: Users need to be able dismiss the

Display Ad
Content sticky video player if it’s blocking their view of
ads or content. The dismissal feature must be
visible so that users know they can dismiss the
Display Ad
player.
Here, two edges of the sticky video

player overlap with ads or content, thus
requiring a dismissal feature.
Can Sticky Video Players overlap with ads and

content?
Yes, if only one edge of the sticky video player
Display Ad overlaps with an ad or content.
Reasoning: As the user scrolls, the ad or content

Display Ad
Content stays visible.
Display Ad
In this situation, it’s important to ensure the display ad

doesn’t show past the bottom edge of the sticky video
player. If it did, two edges would overlap, and would then
require the sticky video player to have a dismissal feature.
Can the dismissal feature overlap with ads?
Content Display Ad No, there must not be a video ad or in-page ad

that is clickable within 30 pixels of the edges of
the dismissal feature.
x
Reasoning: Users could accidentally click on ads

when they’re trying to dismiss the video player.
Video Player
However, if the ads nearby are not clickable in that
30 pixel range, it is okay for the ads to be there.
Here, the display feature is policy compliant because it

doesn’t have any clickable video ad or in-page ad within 30
pixels of the edges of the dismissal feature.
Content Display Ad
Video Player
Here, the dismissal feature may not be policy compliant –

it depends on whether or not there is a clickable ad within
30 pixels of the edges of the dismissal feature.
If there isn’t a clickable ad within 30 pixels, this is

compliant.
Content Display Ad
Video Player


compliant.
Can the dismissal feature overlap with

content?
Content
Video Player


compliant.
Muted Ads
Policy: Video ad placements must either

be audible by default or properly declared
as a muted placement.
In Banner Video
In Banner Video
Only place in-stream video ad placements with valid in-stream content.

❏ Video slideshows highlighting content available on a site without original video content are
not valid in-stream content.
❏ In-stream video ads must not be served in out-stream video ad placements, including in
in-banner video ad placements.
❏ In-banner video ads placements include, but are not limited to:
❏ Showing video ads in a display banner ad on a web page or app.
❏ Showing video ads in the rail of the page, such as in a 300x250 slot on desktop.
❏ Showing video ads in placements with no accompanying video content, apart from
out-stream placements.
❏ Showing video ads in placements that cycle between display ad units and video ads,
whether or not there is accompanying video content.
Three Common Video Violations
1. In-Banner Video
2. Sticky Player
3. Auto-Play Below the Fold
Resources
Resource Compilation
❏ Google Video Publisher Policy ❏ Proper use of sticky players
❏ Video Viewability Best Practices ❏ Exchange Best Practices

and Optimization Tips
❏ Coalition for Better Ads
❏ AdSense Policy FAQs
Key Takeaways
Users
Advertisers Publishers
Balancing the Ad Start On the Right Note Practice Sustainable

Ecosystem Video Solutions
It is our goal to maintain a Grow your ad revenue by Protect your video revenue by
network where users enjoy successfully and seamlessly implementing the following
navigating to a publisher’s page on-boarding with Ad Exchange’s video guidelines into your video
and where advertisers desire to Video Solutions practices
spend their dollar

Educating for the healthiest video ad ecosystem

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Proprietary + Conﬁdential

Educating for the healthiest video ad ecosystem

Comprehensive Video Resource Guide

A comprehensive video on-boarding and video policy education

It takes a collective effort to maintain a network where users

Why is Policy Compliance Important regarding Video?

❏ It is our goal to maintain a network

❏ Advertisers may only feed ads into

❏ Make your video ad revenue grow with

Users Publishers Advertisers

Using Supported Accurately Describing Protecting Advertiser

Using Supported Implementations

- Ensure that high-quality, accurate metadata and description URLs

- Video ad placements must either be audible by default or properly

- Accurately declare video ad placement size.

- For out-stream ads, including ads in games, the amount of content

Video ads must serve in an

- Do not obscure, hide, remove or change the rendering of any ad

- Video ad placements for in-article and in-feed video ads must be at

On-Boarding with Ad Exchange

Channel Partners Ensuring all Video

❏ As a Channel Partner of Google, this is the necessary

Ad Exchange for Video Overview

For more insight into what these answers

❏ Am I eligible to integrate Ad Exchange for

IMA SDK Ad Tag

Video Player Policy Necessities

❏ Necessary controls include those of a typical video player

❏ Authorized Digital Sellers, or ads.txt, is an IAB initiative to improve transparency in

❏ Declare authorized sellers with ads.txt

Resolving Policy Enforcements

❏ Google Video Publisher Policy ❏ Proper use of sticky players

❏ Video Viewability Best Practices ❏ Exchange Best Practices

Working with Policy-Compliant Video

❏ As a Channel Partner of Google, this is the necessary information to

❏ The Video Implementation Policies

❏ Player Size ❏ Sticky Players

On desktop, autoplay is only allowed

On mobile, autoplay is only allowed

If you utilize a sticky player, the

This must be viewable before

As the user scrolls the page, the

When is a dismissal feature required?

If more than one edge overlaps, there must be a

Reasoning: Users need to be able dismiss the

Here, two edges of the sticky video

Can Sticky Video Players overlap with ads and

Reasoning: As the user scrolls, the ad or content

In this situation, it’s important to ensure the display ad

Can the dismissal feature overlap with ads?

Content Display Ad No, there must not be a video ad or in-page ad

Reasoning: Users could accidentally click on ads

Here, the display feature is policy compliant because it

Can the dismissal feature overlap with ads?

Here, the dismissal feature may not be policy compliant –

If there isn’t a clickable ad within 30 pixels, this is

Can the dismissal feature overlap with ads?

Here, the dismissal feature may not be policy compliant –

If there isn’t a clickable ad within 30 pixels, this is

Can the dismissal feature overlap with

Here, the dismissal feature may not be policy compliant –

If there isn’t a clickable ad within 30 pixels, this is

Policy: Video ad placements must either