Google has updated its gambling advertising policy by removing certification requirements for 37 markets on its Authorized Buyers programmatic advertising platform.

The change affects advertisers using Google’s display advertising marketplace rather than traditional Google Ads search campaigns. Licensed gambling operators will no longer need to obtain separate Google gambling certifications in the affected jurisdictions before purchasing inventory through Authorized Buyers.

Change Applies Only to Authorized Buyers

The update is limited to Google’s Authorized Buyers ecosystem and does not affect certification requirements for standard Google Ads campaigns.

Operators advertising through Google Search, YouTube, or other Google Ads products must still comply with the company’s gambling advertising policies, licensing requirements, and jurisdiction-specific certification rules.

By separating the rules for Authorized Buyers from those governing Google Ads, Google appears to be streamlining compliance for programmatic advertising while maintaining tighter oversight of its core advertising products.

Industry Could See Easier Access to Display Inventory

The removal of certification requirements is expected to reduce administrative burdens for licensed gambling operators and advertising agencies running display campaigns across multiple jurisdictions.

Previously, advertisers often needed to complete Google’s certification process before accessing inventory in eligible gambling markets. Eliminating that step could accelerate campaign launches and simplify media buying for programmatic advertising.

However, operators must still comply with all applicable local gambling laws and licensing requirements, regardless of Google’s certification policies.

Google Continues Tightening Overall Gambling Ad Standards

The policy update comes alongside broader changes to Google’s gambling advertising framework.

Earlier this year, Google introduced stricter certification standards requiring advertisers to demonstrate “good policy health” before obtaining or retaining gambling advertising approval. The company has also expanded oversight of account history, domain ownership, and policy compliance for gambling advertisers.

While certification has been removed for certain Authorized Buyers markets, Google continues strengthening enforcement across its wider gambling advertising ecosystem.

Source: https://ppc.land/google-drops-certification-for-gambling-ads-in-37-markets-on-authorized-buyers/