On April 1, 2024, new rules for publishers using Google Ad Manager / AdSense / AdMob to display video ads on their sites will come into effect. The updated requirements take into account changes in industry standards and buyer expectations, helping to better understand the platform's requirements. In particular, improving the accuracy of signals transmitted by publishers about their inventory makes it more informative for advertisers.

Last year, support for the plcmt field for video ads was added to Google AdManager, which simplified query processing and increased the visibility of video inventory in auctions. Remember, this field essentially describes the ad placement and can have several specific values: in-stream, out-stream, fullscreen, and standalone (e.g., in news feeds).

Additionally, according to the new rules, publishers must send appropriate audio visibility signals for video inventory. This can be done through the vpmute field, which has only two values: sound on and sound off. The absence of audio signals or muting sound on video inventory after April 1, 2024, will be noted, which may lead to a decrease in revenue and fill rate. To solve this problem, it is recommended to use placements with sound on and click-to-play. After violations are addressed, inventory labels will be removed.