Google Introduces New Dynamic Exclusion Lists

Google Introduces dynamic exclusion lists to help advertisers manage negative placements. 

What about Dynamic Exclusion Lists?

Dynamic exclusion lists are placement exclusion lists that are updated to make placement management easier. it also allows advertisers to keep their exclusions updated for ongoing brand protection.

Dynamic exclusion lists include web pages, entire domains and they’ll be available to be uploaded via some formats.

How it Differs From Existing Exclusion Lists?

Advertisers can keep their exclusion lists and update them at their appropriate time. Dynamic exclusion lists enable advertisers to get benefit from the expertise of third-parties that maintain exclusion lists, such as advocacy organizations and industry groups.

We mean, advertisers can use lists that are managed by third parties, without updating the list themselves.

How Dynamic exclusion lists work? 

One of the primary benefits of these lists would be brand safety, and the goal is to help advertisers protect their ads from running alongside content that doesn't align with their brand.

Advertisers would still get benefit from more individualized performance-based exclusions, plus brand safety exclusions.

The benefit will be related to their ability to work with larger organizations or industry groups to protect their brand.

As an example, in the early 2021, there were cases where advertisers paused their campaigns due to fear that their ads would be next to content that they didn't align with and they didn't like to approve, fear of how campaigns should be handled is still found too. 

These dynamic exclusion lists allow for a centralized list of articles and certain topics, which help advertisers navigate such events. They could allow advertisers to work with organizations and affiliations they support to clarify lists of pages or sites that they don’t support to get sure that their ads aren’t displaying on those sites.

Advertisers still encouraged to use additional controls in their campaigns, including the content exclusion settings and topic exclusions to prevent their ads from delivering near content that might not align with their brand or goals.

What about the Limit of How Many Dynamic Exclusion Lists an Account Can Employ at Once?

An account can have more than 20 shared exclusion lists with many URLs and domains per list.

Google also notes that this feature will be available to all users on their accounts within the upcoming weeks.

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Source Search Engine Journal