Google offers many different products and services, and since it has many international customers, these products and services support many languages. However, individual Google products may not be available in all languages.
This can cause some issues when running Google Adsense or Ad Exchange ads on pages in unsupported languages — in fact, placing Ad Exchange code on pages in an unsupported language is a direct violation of the Ad Exchange policies.
From Google’s perspective, this makes logical sense — it would hardly make sense to place Portuguese ads on an English web page. Since running ads in an unsupported language are against Google Ad Exchange policies, we recommend unifying the language using the Ad Exchange language settings.
How to Change the Display Language for All Google Accounts
You can change the display language for all your Google accounts by delving into the primary Google settings:
- Click the Language tab in your Google account settings page.
- Use the drop-down box to select your primary language, and click “Add another language” if there other options.
- Close the browser window once you’ve finished and re-open it the to check account settings. The interface language should match the language selected. If it doesn’t, clear the browser’s cache and cookies.
Change the Display Language for Ad Exchange Account
If you run ads on an English publication but don’t want to change your entire account to English, you should tweak the Ad Exchange language settings:
- Sign in to your Google Ad Exchange account from which you serve ads.
- On the Home tab, go to the Account settings page.
- In the Personal settings section, click Edit.
- Select your preferred language from the Display language drop-down.
- Click “Save” when you’ve finished editing the language.
If you follow these instructions, your account pages and all Ad Exchange communications will be sent in the language selected. The display language for your Ad Exchange account will be stored as a “product-specific language”. However, if you choose a language that isn’t supported by Google Ad Exchange, then the system will automatically revert to the last valid display language.
Why Unified Language Matters
While a unified display language may seem like a trivial detail, it matters a great deal to Google. Google keeps tight control over their publishers in order to ensure that AdSense and Ad Exchange ads retain their value. One of the main things they reject publishers for sloppiness. In Google’s eyes, running ads in another language than the content on your website is a sign of sloppiness, so it runs the risk of hurting their brand.
As a publisher, the safest thing you can do is to make sure your Ad Exchange language settings — if not your entire Google Account settings — match the content on your site.
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