Google Drops Digital Content Labels and Sensitive Category Exclusions in DV360 Update
Google is making changes to its Display & Video 360 API and Structured Data Files that will take effect on October 1, 2026. Two categories of exclusion targeting will be removed: digital content labels and sensitive categories. This means advertisers can no longer exclude specific digital content labels or sensitive categories using targeting.
The removals are not a surprise, as the platform roadmap had estimated this deprecation for August 2026. However, the actual enforcement date is now set for October 1. Integration teams will need to update their existing integrations and ensure they comply with the new requirements by the deadline.
Google's stated replacement for these controls are inventory modes and content themes, which operate at a different granularity than the removed categories. Inventory modes bundle suitability into tiers, and YouTube has received MRC brand safety accreditation for its tiering system. However, this does not restore the ability to exclude specific categories.
The removal of digital content labels and sensitive category exclusions will affect buyers who have built exclusion logic around these categories for compliance or client-mandated reasons. The changes are part of a larger update to the platform, which includes other modifications to the API and Structured Data Files.