Google to allow online gambling ads to run YouTube Masthead campaigns from later this month.
Google is updating its YouTube policy to allow online gambling platforms to run ad campaigns on YouTube Masthead.
The masthead is the native digital billboard ad which appears at the top of the YouTube home page feed on desktop, mobile, and TV devices.
The new masthead policies will extend the previous rules, which already permitted sports betting ads. Eligible gambling operators will soon be able to reach YouTube audiences through prominent masthead displays.
To be eligible for the masthead slot, advertisers must meet strict gambling ad requirements from Google, and must tailor these to the geographical regulations of the region they are targeting, as well as obtain a Google Ads certification.
The approval will be based on the gambling category, as well as local restrictions and relevant licensing requirements.
The eligibility will exclude advertisers who are not subject to mandatory state or national gambling regulation requirements.
While the update does not specify any regions or countries, the reference to national gambling requirements suggests this applies only to countries where operators and affiliates must register at a state level in some capacity.
From 21 October, a wider range of online gambling firms will be eligible for YouTube masthead placements. The new policy does not address offline gambling content.
Previously, YouTube rules had prohibited categories from the masthead slots, including offline, online, online non-casino games and social casino, alongside elections and politics, alcohol, and prescription drug terms.
Sports betting was the first exception to arise, becoming permissible in September 2022. Fantasy sports exceptions were also put in place for India, Canada, and the US. This was later extended to the UK and Brazil, with UK operators needing to register with the Gambling Commission and have a valid operating licence number.
The masthead slot is reservation only, and can be booked through a Google sales representative, and is priced on a cost-per-thousand-impressions (CPM) or cost-per-hour (CPH) basis, a PPC Land analysis confirmed.
