Just The Facts


Google Dynamic Exclusion Lists: Just The Facts

April 21, 2021 Sarah Cavill

On April 15, Google announced the launch of dynamic exclusions lists, a new brand safety feature that will, according to the tech company, “make it easier for advertisers to protect their ads from running alongside content that does not align with their brand or campaign.” Google already has ad controls in place that allow advertisers to manage the placement of their ads, but the new dynamic exclusion lists will make the process of maintaining brand safety more turnkey, requiring fewer dedicated resources and less manual updating. 

What Are Google Dynamic Exclusion Lists For Advertisers?

Shutterstock_1052496944 Bangkok. Thailand. March 22, 2017: A woman is typing on Google search engine from a laptop. Google is the biggest Internet search engine in the world.

Google introduced dynamic exclusion lists for advertisers to simplify the process of brand safety. After a dynamic exclusion list is created, either by “advertisers themselves or by a third party they trust, such as brand safety organizations and industry groups,” the list can be seamlessly and regularly updated over time, without requiring the level of ongoing maintenance of the previous ad controls. 

Google explains, “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.” Like existing Google ad controls, dynamic exclusion lists allow advertisers to exclude certain “specific websites, content or entire topics from their advertising campaigns.” 

Why Is Google Introducing Dynamic Exclusion Lists For Advertisers?

In addition to simplifying an existing process, Google’s dynamic exclusion lists illustrate to advertisers Google’s commitment to evolving its brand safety measures. Where an ad appears has become more important than ever to advertisers who understand that consumers often assume an ad placed next to something is an endorsement of that content. Recently, Pinterest, Facebook and YouTube have each introduced brand safety measures.

How Do Google Dynamic Exclusions Lists Benefit Digital Advertisers?

Google dynamic exclusion lists give digital advertisers more control over their ad placements, to prevent ads from appearing next to undesirable content or for better contextual targeting. 

Are You Looking For New Safe Ways To Reach Targeted Audiences?

Digital Media Solutions® (NYSE: DMS) understands how important it is for brands to stay within the lines, so we have prioritized and operationalized compliance across everything we do to offer brand-safe digital consumer engagement opportunities. Our digital performance advertising solutions offer unprecedented visibility into campaign elements and performance and best-in-class, real-time data validation to help verify the accuracy of every data point.

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About the Author

Sarah Cavill

With more than 20 years of writing, editing and reporting experience, Sarah Cavill brings to Digital Media Solutions (DMS) a fine-tuned and diverse set of skills. Her work has been featured in notable publications including The Daily Muse, CBS Local, Techlicious and Glamour magazine. Sarah has a passion for current events and the deep-dive research that goes into the content development and brand identity of DMS Insights. In her role as Senior Marketing Communications Writer, Sarah contributes to the pitching, researching and writing of multiple stories published each week surrounding digital and performance marketing innovations in pop culture, news, social media, branding and advertising.

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