Negatively target multiple criteria or key-values

When you add targeting criteria to a line item, you can explicitly exclude a subset of targeting criteria or key-values by creating an AND relationship between multiple negative targeting statements, and you can also exclude ad units from receiving ads for a selected line item.

Exclude ad units from a line item

You can exclude ads from a selected line item from serving to specific ad units.

In order to do so, you first have to include all ad units, which then enables the ability to exclude specified ad units.

  1. In the Add targeting section, click Inventory.

  2. Click add to the right of Ad units. This adds all ad units to the line item.

  3. Click the expansion arrow to the right of Ad units.

  4. Click exclude next to the ad units you want to exclude from the line item.

  5. Similarly, to exclude only specified second-level ad units, include the top-level ad unit, then exclude the second-level.

You cannot explicitly exclude placements from line items; you can only choose to include them manually by adding them to the list of selected criteria.

An ad unit may be associated with multiple placements. If this is the case, the ad unit may still run if one of its placements was included but the other wasn’t.


Exclude multiple custom criteria (key-values)

If you have two or more custom criteria (i.e., key-values) you wish to negatively target, they should be combined in an “AND” relationship. This means you need to “add a key” between each criteria.

For example, let’s say you have set up custom criteria to allow advertisers to target ads to content about different sports. You might want some ads to show across all sports content except for pages about basketball or baseball. To target a line item to criteria that excludes baseball and basketball, you would:

  1. In the Add targeting section, click Custom criteria.

  2. Select Sports is not baseball.

  3. Select Add key.

  4. Select Sports is not basketball.

  5. Repeat these steps for all custom criteria you want to exclude.

Exclude multiple pre-defined criteria

By default, multiple pre-defined criteria (e.g., Geography does not match France and Browser does not match Firefox) are bound together in an AND relationship, meaning all negative criteria need to be met in order for an ad to serve.

Geography

You can either directly exclude a geographical region from your line item, or exclude a sub-region of a region you are specifically targeting.

To directly exclude regions:

  1. In the Add targeting section, click Geography.

  2. Select does not match from the match type drop-down.

  3. Search for and select the region (e.g., France).

  4. Continue to search and select regions. Each selection is excluded.

To exclude sub-regions of a targeted region:

  1. In the Add targeting section, click Geography.

  2. Select match from the match type drop-down.

  3. Search for and mark the checkbox of the region to include (e.g, France).

  4. Search for the region(s) to exclude (e.g., Paris).

  5. Deselect the checkbox for that region.

  6. Continue to search for and deselect the sub-regions you want to exclude.
Ensure the match type remains as matches.

Browsing

You must specifically exclude each browsing attribute you don’t want your line item targeted to.

    To exclude browsing attributes:

  1. In the Add targeting section, click Browsing.

  2. Select does not match from the match type drop-down.

  3. Click exclude next to each attribute (e.g., browser, browser language, bandwidth, etc.) you wish to exclude from the line item.

User domains

You must specifically exclude each user domain you don’t want your line item targeted to.

To exclude user domains:

  1. In the Add targeting section, click Connection > User domains.

  2. Select does not match from the match type drop-down.

  3. Type a comma-separated list of domains to exclude.