Negatively target multiple criteria

When you add targeting criteria to a line item, you can explicitly exclude a subset of targeting criteria 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 being served 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 exclude placements from line items, you can only include them.

Exclude multiple custom criteria

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

For example, let’s say you have set up customised 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 predefined criteria

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

Geography

You can either directly exclude a geographical region from your line item or exclude a sub-region of a region that 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 tickbox of the region to include (e.g France).

  4. Search for the region(s) to be excluded (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 to which you don’t want your line item targeted.

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 to which you don’t want your line item targeted.

To exclude user domains:

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

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

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