Saijo George

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friday16 Apr 2021

Google Ads Introduces Dynamic Exclusion Lists

Google’s existing advertiser controls allow advertising partners to choose where their ads appear, the format in which their ads run, and the audience they want to reach.  They allow advertisers to block specific websites, content, or entire topics from their advertising campaigns, including entire lists of sites that they want to exclude all at once BUT  they require dedicated resources and regular updating, which can pose a challenge for advertisers.

So today, they are announcing a new feature that will help simplify this process – giving advertisers the ability to use dynamic exclusion lists that can be updated seamlessly and continuously over time.

These lists can be created by advertisers themselves or by a third party they trust, such as brand safety organizations and industry groups. Once advertisers upload a dynamic exclusion list to their Google Ads account, they can schedule automatic updates as new web pages or domains are added, ensuring that their exclusion lists remain effective and up-to-date. This feature will be available to all users within the coming weeks.

Google has also expanded the scope of their publisher policies and also strengthened its enforcement capabilities, investing heavily in technology as well as enforcement teams around the world that enable us to block or demonetize violating content – whether it’s an entire website or an individual web page.

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