Google Updates Ad Policies for Employment, Housing and Credit Ads

Google | June 15, 2020

  • Google Ads announced they will be removing certain demographic targeting criteria for advertisers operating in the employment, housing, and credit sectors.

  • Google Ads announced they are updating their ad policies this week, specifically as it relates to employment, housing, and credit.

  • While the announcement is short on overly specific detail, here are the initial things we know.


Affected Categories

Citing its already-existing ad policies that prohibit targeting and excluding based on sensitive categories, Google will now be adding the following categories to the list. This will impact advertisers in the housing, employment, and credit sectors:

• gender

• age

• parental status

• marital status

• zip code

The existing categories that were already globally disallowed from targeting include (but aren’t limited to):

• religion

• ethnicity

• ract

• sexual orientation

• personal hardships

The announcement simply states it will “affect certain types of ads,” but no specifics are named.

Read more: Google declares universal roll-out of their discovery ads offering

Timing of Policy Change

The change will be rolling out in the US and Canada “as soon as possible,” with a commitment to a full implementation by end of year.

Google goes on to say these changes have been in development for some time, in partnership with the U.S. Department of Housing and Urban Development (H.U.D.).

They will also be working to provide advertisers with information about fair housing practices to help them ensure they’re supporting access to housing opportunities.

Google Isn’t the First

This change is probably not surprising to housing, employment, and credit advertisers. Facebook created similar policies a little over a year ago, when their ad targeting changed for the financial sector.

Their new rules meant housing, employment, and credit-related ads could no longer leverage targeting for age, race, or gender.

It came about via settlements with NFHA, ACLU, CWA, and a few others, and included specifically:

• Housing, employment or credit ads can no longer be targeted by age, gender or zip code

• Advertisers offering these services will have limited targeting categories to use

• Facebook would build a tool that will allow users to search for and view all current housing ads in the US

Google notes there will be additional information in the coming weeks.



From using ad mediation platforms to using different ad placements, here we provide 6 tips to get you started in increasing your eCPM.


From using ad mediation platforms to using different ad placements, here we provide 6 tips to get you started in increasing your eCPM.

Related News


Veritonic in Partnership with Audacy Reveals Effective Audio Ads Study

Veritonic, Audacy | February 14, 2023

On February 13, 2023, Veritonic, the industry's most comprehensive audio research and analytics platform, announced a partnership with Audacy, and the results of a ground-breaking audio study concluding that in audio advertisements, four key elements—sonic branding, music, voice, and message, that maximize intent to purchase, recall, and brand favorability. Sonic branding is a highly successful marketing method to increase brand identification and sales. It is an essential part of a brand's arsenal and a constant factor in advertising success. It is fundamental to how we perceive and recognize brands. A regularly used logo may strengthen a business's visual and vocal identity and increase brand recall. Sound branding accomplishes the following: Increases Radio and Podcast purchase intent by 6% and 2%, respectively. Radio ad recall increased by 17%, and podcast advertisements by 14%. Sonic branding makes radio advertisements +7% more trustworthy, +6% more pleasant, +5% more powerful, and +4% more relevant. The idea is to pick music that matches a business's fundamental values and brand identity, whether you're curating unique compositions or choosing essential tunes. Music may support a brand's values, attract attention inside advertisements, and connect with target consumers. Adding music to advertisements increases buying intent by 5%. Additionally, music helps commercials remain top-of-mind, drives buy intent, and ads with music were more remembered, achieving 4% greater recall. About Veritonic Veritonic is a marketing intelligence platform specializing in the use of music in advertising campaigns. The platform uses machine learning to measure the effectiveness of music, voiceovers, jingles, and mnemonics. The business was established in 2015 in Killingworth, Connecticut. Global brands use Veritonic's complete audio research and analytics platform, agencies, publishers, and platforms to study, test, and assess the ROI of their audio assets and campaigns in-market, pre-market, and post-campaign. The ensuing knowledge helps customers to gain confidence in their audio investment, manage risk via optimization, and boost their return by engaging consumers in exciting audio experiences. About Audacy Audacy, Inc. is a Philadelphia, Pennsylvania-based American broadcasting company. It was founded in 1968 as Entercom Communications Corporation and is the second-largest radio corporation in the United States, with 235 radio stations in 48 media markets. In November 2017, the firm and CBS Radio combined. The deal was structured as an exchange offer, allowing CBS Corporation shareholders at the time of the merger to swap their shares for Entercom shares, representing a 72 percent ownership in the merged business.

Read More


Brightcove Announces Strategic Partnership With Magnite

Magnite | January 13, 2023

Brightcove Inc., the world's most reliable streaming technology business, announced a strategic partnership with Magnite, the world's most prominent independent sell-side advertising platform. Magnite will enable advertising for all Brightcove clients, growing fill and delivery to accelerate customer revenue. Brightcove will also combine the SpringServe ad server to provide publishers with more visibility, transparency, and control over the available ad supply. Brightcove has thousands of clients worldwide and has always supported standards-based interfaces with ad servers and supply-side platforms (SSPs). After inspecting data from billions of ad-supported play requests on its industry-leading server-side ad insertion technology, Brightcove identified a significant potential to assist clients in monetizing their unsold ad inventory. Available directly across Brightcove, Magnite's SSP capabilities will allow Brightcove to generate income for these clients. In addition, integrating with the SpringServe ad server will give these clients a clear picture of available ad inventory and a strategic chance to monetize their video content more effectively. CEO of Brightcove, Marc DeBevoise, said, "The needs of our large, global customer base are constantly evolving, and we are committed to evolving our solutions for them, including supporting our customers' efforts to monetize their video content." (Source- Businesswire) Sean Buckley, CRO of Magnite, stated, "We're looking forward to working with the Brightcove team to bring turnkey monetization to its high-quality video streaming customers." (Source- Businesswire) About Magnite Magnite is the biggest independent sell-side advertising platform in the world. Using its technology, publishers monetize their content across all devices and media, including online video, CTV, display, and audio. The world's top agencies and brands rely on the platform to access brand-safe, high-quality ad inventory and conduct billions of advertising transactions each month. Anchored in bustling New York City, Los Angeles, mile-high Denver, and historic London, it also has offices across North America, LATAM, EMEA, and APAC.

Read More


Viamedia Adtech Has Huge Nationwide Growth from Its Advertising Managed Services

Viamedia | February 02, 2023

On February 01, 2023, Viamedia, a major independent cross-media local advertising company, has announced significant growth in its managed services of inventory, operational execution, and advanced advertising to its clients with its robust full stack advertising platform. It offers Multichannel Video Programming Distribution (MVPD) options for in-home sales, managing backend operations like technical integration, video encoding, sales automation, billing services, order management, financial reporting, and ad insertion, as well as increasing local, national, and political services' sales with direct response. It saves costs and increases monetization on advertising solutions for cable, telecommunication, OTT, or premium video providers, reducing employee costs, ad sales complications, and cross-channel marketing. In addition, it can include and exclude all technology requirements for advertising with its operational management software and Network Operations Center (NOC), which serves all markets. Telecommunications Product Manager of Frankfort Plant Board, Harvey Couch, said, "Partnering with Viamedia has allowed us to maximize efficiency of all operations so we can focus on providing our community with the best services and customer support. With Viamedia's advertising technology, we can maximize all revenue streams and easily scale our business moving forward without worrying about additional manpower. It truly is a win-win situation." (Source – Business Wire) Dave Solomon, President, and CEO of Viamedia, said, "This past year was a remarkable period for strengthening Viamedia's existing partnerships and establishing new ones, truly illustrating how our technical and operational capabilities can integrate with any provider's existing infrastructure." He added, "Managed services fill the gaps for our clients that don't have the staff or expertise required to own their regional or local media strategy and execute it fully." (Source – Business Wire) About Viamedia Viamedia, headquartered in Lexington, Kentucky, has been one of the largest independent advertising service providers since 2001.It advertises more than one million daily ads in about 130 zones across 28 states, with more than 60 markets nationwide. It engages all TV audiences with a single sales platform for over 6,000 local, regional, and national advertisers. In addition, it provides cross-media advertising solutions based on impressions generated, which fill the gap between the advertising process of linear TV and digital programming. Its cloud-integrated patent platform QTT® employs a self-owned technology stack for rich data ad campaigns targeting dynamic ads via linear TV.

Read More