How to exclude Targeting Criteria

Version 2.111 and up
Supported AdserversDFP, Appnexus, Freewheel, Smart

This feature is currently not available for AdsWizz

Exclude targeting - Overview

Most AdServers offer the option to either include or exclude certain targeting criteria.

For example for geo targeting this could mean:

  • Include: I want to target all users that are in Germany, United Kingdom or Sweden, but nothing else.
  • Exclude: I want to target all users, except those that are in Germany, United Kingdom or Sweden


Administrator only: Please make sure that the Excluded field on Selected Adserver ID is available for editing in your profiles. And this field is also configured in the according page layouts and list views. (see examples below)

Object: ADvendio__SelectedAdserverID__c

Field: ADvendio__Excluded__c

How to include and exclude targeting criteria

With version 2.111 and up, you can include and/or exclude targeting criteria using the Media Configuration targeting trees of your Campaign Items. 

You can not only exclude targeting on Campaign item level but also on product level. To learn more about the configuration of it take a look at this article: 3.2.3 Predefined AdServer Targeting for Products: Connect Ad Specs via Ad Server IDs.

Opening the Media Configuration, then select a Targeting Criteria, you will now notice two different buttons (1).

  • The green plus symbol to include a targeting criteria and
  • a red minus symbol to exclude a criteria.

Once a criteria has been selected, the according symbol turns into a green checkmark, while the other will be greyed out and inactive (2).

On the right side, you will see the selected IDs and the same symbol which marks which ID(s) have been excluded or included (3).


For most of the AdServers, it's not allowed to include and exclude targeting criteria of the same type (Device Manufacturer, Mobile Devices, Operating Systems ect.). Currently we're not validating all the selections, so it might be that not all targeting criteria are transferred to your AdServer (if your selection is invalid) Please take a look below, at the section Supported targeting combinations for more information.


Once you save your selection, the overview in the Media Configuration changes accordingly:

After you save your Campaign Item, you can see the selected targeting criteria also in the related list "Selected AdServer IDs". A checkbox called "excluded" is set for those IDs that are to be excluded.

Targeting on the PDF

To display, whether targeting has been included or excluded, we're using to separated lists with the included/excluded information written in brackets after the targeting type:

Supported targeting combinations

For most targeting criteria, it doesn't make sense to include and exclude at the same time. For example if you include the Country Germany, you're saying that you want to target only in Germany and exclude all other countries, therefore it won't make much sense to explicitly select other countries as exclude. However there are certain combinations which are allowed. 


If you set, for example,

  • Include Germany and
  • Exclude United Kingdom

for your Campaign Item and submit it to the AdServer, only include Germany will arrive as criteria, because the exclusion of United Kingdom is already set, when you say: Only show the Ad to users from Germany.

If there is a tree of targeting criteria however, you can say you want to include a parent, but exclude certain child criteria of that parent. For example:

Here you say, I want to show my item to users in Germany, but not in the Regions Berlin and Hamburg.


Certain targeting categories for AdServers only allow to use include. In that case, we're showing the regular selection, without the option to exclude. This affects the following AdServers:

Google AdManager:

  • Video Position Targeting (include only)
  • Postal Code Targeting (include only)


  • Device Targeting (include only)
  • Industry Targeting (include only)
  • Connection Targeting (include only)


  • Exclude currently not supported for AdsWizz