Google Ads is expanding its response to advertiser brand-safety concerns by introducing exclusion lists.
Google Ads already offers “advertiser controls” tools for blocking web pages, web sites, content types and topics, but users have complained that these can require dedicated resources and regular updating, the service noted in a blog post.
The new dynamic exclusion lists option is designed to simplify the process by enabling automated, continuous updating.
Once search advertisers upload a dynamic exclusion list to their Google Ads account, they can schedule automatic updates as new web pages or domains are added, Google said.
The lists can be created by the advertiser or trusted third parties.
The feature will be rolled out to all users in coming weeks.