Google’s New Requirements for CTV and DOOH Ads: What Publishers Need to Know

Google is rolling out new requirements for publishers monetizing Connected TV, CTV and Digital out-of-home, DOOH inventory with Google served ads.

These changes will take effect from 1 May 2025 and apply to all CTV and DOOH inventory running through Ad Manager, AdMob, and AdSense.

Here’s what’s changing and what you need to do to stay compliant

What Are CTV and DOOH?

  • Connected TV (CTV):  A TV used to stream video over the internet at home this includes smart TVs or TVs connected to devices like Roku or Fire TV.
  • Digital out-of-home (DOOH): Screens that display video or ads in public places like tablets in rideshare vehicles or screens in shops, lobbies, or other non-home settings.

In-stream vs Non-in-stream Placements in CTV

  • In-stream placement: An ad that plays before, during, or after streaming video, or a display ad shown alongside video content.
  • Non-in-stream placement: Ads that aren’t part of the video stream like those that appear on a video selection homepage tile or as a display ad when a video is paused.

Key Requirements for CTV and DOOH Ads

Google CTV and DOOH ad requirements

Detailed declarations and technical compliance

Your ad inventory must follow Google’s VAST ad tag URL parameters and technical specs.

Ad requests and how ads are served must be correctly configured and reported.

No Ad Requests When Screens Aren’t in Use 

Don’t serve ads when no one is watching.

For example, ads shouldn’t run if the screen is in screensaver mode, if a rideshare vehicle has no passengers, or if a business is closed.

DOOH Ads Must Show Right Away

Ads must be displayed immediately after the ad request is made. Delays can lead to compliance issues

Other Key Notes Publishers Should Know

DOOH and non-in-stream ads may have fewer ad sources. 

You might get fewer ad sources if you use non-in-stream ad placements (like ads on a paused screen or a homepage tile) or monetize DOOH inventory. 

Restricted Content

Inventory that includes content restricted under Google’s Video Inventory Restrictions could see limited monetization options.

SDK and Library Limits

You can’t use the Google Interactive Media Ads SDK or Programmatic Access Library for Interstitial or Standalone placements in CTV or DOOH unless you’re part of the official Google Beta program.

Policy and Guidelines Update

Google is making changes to the GAM Partner Guidelines by adding a new section (2.11) that covers the latest CTV and DOOH inventory requirements.

Publishers should continue to follow the current rules for VAST ad tag URL parameters, as these still apply moving forward.

Check out the Ad Manager policy change log for reference.

What Publishers Should Focus On Now

  • Inventory Setup – Make sure that your CTV and DOOH inventory specifies ad types and placements
  • Technical – Make sure your setup follows the latest VAST ad tag requirements and is properly set up.
  • When to Serve Ads – Only serve ads when a user is expected to see them no ads on idle screens.
  • Tools Check – Verify you’re not using SDKs or libraries that aren’t supported for CTV or DOOH unless you’re part of an official Google Beta.

These changes are meant to improve how ads work on CTV and DOOH, but they also mean publishers need to stay sharp.

Go over your setup before May 1, 2025, to avoid ad delivery or monetization issues.

How MagicBid Helps You Earn More

If you’re not making the most of your ad space, you’re leaving money on the table.

MagicBid helps web, app, and CTV publishers maximize revenue with smarter ad placement and optimization tools.

  • Web Monetization: Get better ad visibility, higher engagement, and more revenue from every impression.
  • In-App Monetization: Connect with premium advertisers to effortlessly boost fill rates and eCPMs.
  • CTV Monetization: Deliver high-quality, tailored ad experiences that keep viewers engaged and advertisers paying more.

With MagicBid’s advanced ad tech and expert support, you can turn your traffic into higher earnings without the guesswork.

Connect with us now to get a free ad revenue evaluation.