Exclusion List

Definition:
An exclusion list is a predefined list of IP addresses, domains, placements, apps, or audiences that advertisers block from seeing or interacting with their ads.

Why it matters:
Exclusion lists help advertisers avoid low-quality, irrelevant, or fraudulent traffic. By proactively filtering out known poor performers or suspicious sources, advertisers can improve efficiency, reduce wasted spend, and increase campaign integrity.

What can be excluded:

• IP Addresses – Used to block specific users or known bots

• Domains or URLs – Helps avoid Made-for-Advertising (MFA) sites or click farms

• Mobile Apps – Excludes poorly converting or brand-unsafe in-app placements

• Audiences – Blocks users who already converted or don’t match target criteria

• Geographies – Excludes locations outside your serviceable area

Best practices:

• Regularly update exclusion lists based on performance and audit findings

• Prioritize exclusions in high-budget or high-fraud risk campaigns

• Import and export exclusion lists across platforms (e.g., Google Ads, Meta)

• Use shared exclusion lists in manager accounts to streamline updates