Running video ads on your website can be a lucrative endeavor, but it’s crucial to understand and adhere to platform policies to avoid penalties and maintain your revenue stream. Here’s a comprehensive guide to help you navigate video ad compliance and steer clear of policy violations.
Understanding the Importance of Compliance
The Cost of Ignorance
Ignorance of ad policies is not an excuse and can lead to severe consequences. Policy violations can result in various penalties, from account termination to more subtle forms of punishment. For instance, Google may impose a double-click penalty for excessive invalid clicks, or Chrome might start filtering ads if your site fails to meet Better Ads Standards.
Key Guidelines for Video Ad Compliance
Length and Format Considerations
When it comes to video ad length, non-skippable in-stream ads should not exceed 15 seconds. While there’s no strict limit on skippable in-stream ads, it’s generally observed that videos under 3 minutes perform better. Additionally, ensure all videos are uploaded in an approved format to avoid violations related to unacceptable video formats.
Data Collection and Tracking
Respecting User Privacy
Be cautious with data collection in video ads. Use only SSL-compliant tracking pixels, and limit them to impression, view, and skip events2. Avoid using tracking pixels on midpoint and complete events, and refrain from using JavaScript for data collection. These measures help maintain user privacy and comply with platform policies.
Content Quality and Clarity
Maintaining High Standards
Ensure your video content meets quality standards set by advertising platforms. All information and media in ads should be easily understandable and clearly identify the product, service, or entity being advertised. Include a name or logo that clearly represents the advertiser, product, or service in the video to avoid unclear content violations.
Legal and Ethical Considerations
Staying Within Bounds
Keep your content family-friendly and legal. Review guidelines about prohibited content and be mindful of copyright laws. To advertise copyrighted content, you must either own the copyright or be legally authorized to use it in advertising.
Regular Policy Review
Staying Informed
Advertising policies are subject to change. Regularly review the guidelines of the platforms you’re using to ensure ongoing compliance. This proactive approach can help you avoid unexpected violations and maintain a good standing with advertising networks7.By following these guidelines and staying informed about policy updates, you can significantly reduce the risk of video ad policy violations and ensure a smoother, more profitable advertising experience on your website.