The Google Ad Manager is deprecating the “Video Games (Casual & Online)” sensitive category from its protections and pricing rules. What this means is that advertisers and publishers will no longer be able to specifically block or set pricing rules for ads falling under this particular sensitive category.
Here is a breakdown of what this update means, who it affects, and the impact.
What it means:
Publishers using Google Ad Manager could prevent ads categorised as “Video Games (Casual & Online)” from appearing on their ad inventory or set specific pricing for them. However, Google has not deprecated this granular setting. This means that ads categorised under “Video Games (Casual & Online)” will no longer be blocked.
Starting May 15, 2025, Google has started removing this category for publishers that weren’t using these rules. However publishers using this categorisation would be able to do so till June 15, 2025 when Google is planning to completely remove this ad categorisation for Google Ad Manager.
Who it affects:
Publishers and Ad Networks that were specifically utilising the “Video Games (Casual & Online)” setting on Google Ad Manager will be affected. They will no longer be able to block certain ads in their protection rules or in their pricing rules to manage inventory value.
We don’t expect any impact on publishers who aren’t using advertisers: While not directly affected in terms of their ability to run ads, advertisers targeting casual and online gamers might see slight shifts in inventory availability or pricing if publishers previously blocked or priced these categories specifically.
What does it mean for App Publishers?
App Publishers who previously relied on the “Video Games (Casual & Online)” sensitive category for fine-tuned control over their ad inventory will lose that specific option. It looks like Google is not adding any specific category in its place.
- Potential for more “casual & online video game”: If a publisher had specifically blocked this category they will have to use a broader category such as “Online Games & Puzzles”or their subcategories. Since Google hasn’t added a new category in its place, so more ads related to casual and online video games might start appearing on their sites/apps.
What Should Publishers Do?
For publishers that aren’t using this specific category, there’s no impact on your existing setup.
Other publishers using this category will need to review their protection blocks and pricing rules.
Google suggests that publishers can still utilize broader categories like “Video Games, Consoles & Accessories” and “Online Games & Puzzles” (or their subcategories) in Protections. This means that general blocking of video game related content is still possible, just not with the same specific “Casual & Online” sensitive distinction.
Any pricing rules set specifically for “Video Games (Casual & Online)” will no longer apply. Publishers who have different pricing strategies for this type of content will need to adjust their rules to use other available categories or broader targeting.
