Google Ads dynamic exclusion list: why it’s important

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Advertisers working with Google, YouTube and other online platforms are constantly fighting to ensure that their ads do not appear alongside content they disagree with. It can have a variety of topics, from political to environmental.

This week Google introduced dynamic Google Ads exclusion lists to help brands avoid showing ads next to inappropriate content. This feature will become available in the coming weeks.

“Each brand has clear benchmarks to which they aspire and the values ​​of the company they want to preserve,” – wrote Alejandro Borgia, director of ad privacy and security. – "We are committed to helping advertisers achieve both."

Google will now support identifying content on a page or website, so advertisers have more control over where to display their ads.

It has become more important for brands to listen to what consumers are feeling.
For example, the data obtained by The 614 Group in its Brand Safety study shows that two demographic groups –  wealthy adults and senior executives –  are more concerned about brand safety than the rest of the US population. What matters to marketers is that these groups are likely to let their fears influence buying behavior.

Before Google's update, the tools used to block web pages or websites required regular updates, especially for small brands with limited staff or little experience.

Advertisers can create dynamic exclusion lists that are constantly updated. Once they are uploaded to their Google Ads account, they can schedule automatic updates when new web pages or domains are added. This ensures that their exclusion lists remain valid and up to date.

Google AdSense for publishing also has strict requirements for websites and content. For example, its policy prohibits advertising in content that promotes violence or discrimination, illegal activity, or sexually explicit or graphic images.

Publishers' policies are constantly updated to reflect emerging issues or threats affecting the digital advertising ecosystem, such as misinformation or harmful health claims related to the COVID-19 pandemic.

Google released its ad safety report in March 2021, noting that it forcibly removed ads from 1.3 billion content publishing pages in 2020. For comparison, only 21 million were deleted in 2019. It also stopped showing ads on over 1.6 million abusive websites.


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