TL; DR
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Starting January 29, 2024, Google will allow ads from “advertisers offering Cryptocurrency Coin Trust targeting the United States.”
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Translation: anyone who manages a spot Bitcoin ETF can advertise their fund through Google Ads (something the platform has not allowed in the past).
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By allowing fund managers to advertise their BTC ETFs through the advertising platform, Google can capture some of the overall value within the Bitcoin ecosystem. Smart!
Full story
Do you know the meme ‘If I won the lottery’? 
Yes, a similar rule applies to a Bitcoin Exchange Traded Fund (ETF) approved in the US.
(ICYMI: a spot BTC ETF would allow Bitcoin to be bought/sold via the stock market and attract a whole new type of institutional investment).
We’re not sure if an approval will be granted in January 2024, as everyone in the industry suspects…
But there will be signs.
We have one of those for you today, and it’s hidden in an update to Google’s advertising policies.
Up-bup-bup! Don’t scroll away.
We don’t intend to make you read Google’s terms of service. We have found the extract for you. Starting January 29, 2024, Google will allow ads from “advertisers offering Cryptocurrency Coin Trust targeting the United States.”
Translation: anyone who manages a spot Bitcoin ETF can advertise their fund through Google Ads (something the platform has not allowed in the past).
What does Google know that we don’t know?
No idea! A lot of things probably.
Either way, one thing’s for sure: this is all a game of “capture value.”
There is nearly $1 trillion of value tied up in Bitcoin, and billions of dollars are invested in Bitcoin-related products and funds every year.
By allowing fund managers to advertise their BTC ETFs through the advertising platform, Google can capture some of the overall value within the Bitcoin ecosystem.
It’s something that Facebook/Instagram still doesn’t allow, so Google will get an edge in attracting these deep-pocketed advertisers.
Smart!
