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Ad-Savvy Creators: Using Google’s Account-Level Placement Exclusions to Protect Brand Safety

ssocially

2026-01-26

8 min read

How creators can use Google Ads account-level exclusions to prevent unsafe placements and protect sponsorships in 2026.

Hook: If your sponsored campaign landed next to harmful content, youd lose sponsors — fast

Creators and small publishers tell us the same thing: landing brand deals is one thing, protecting them is another. In 2026 brands demand airtight brand safety and creators juggle promotion, reputation, and the realities of ad inventory. Google Ads rolled out account-level placement exclusions in January 2026, and this single change closes a major gap for creators who run sponsored campaigns or manage ad spend for partners.

The headline — what changed in early 2026

On January 15, 2026 Google announced account-level placement exclusions, letting advertisers block websites, apps, and YouTube placements from a single, centralized setting so exclusions apply across Performance Max, Demand Gen, YouTube, and Display campaigns. Put simply: one list now controls unwanted placements across all eligible campaigns.

Google Ads is adding account-level placement exclusions, letting advertisers block unwanted inventory across all campaigns from a single setting.

Why creators and small publishers should care now

Brand safety is now a line item in deals. Brands expect transparency and control. For many creators a single unsafe placement can cost a repeat sponsor or a network relationship. Account-level exclusions let you be proactive — not reactive.

Beyond fear of losing deals, there are three practical benefits:

Efficiency: Stop maintaining per-campaign blocklists that drift out of sync.
Coverage: Ensure exclusions apply to automated campaign formats like Performance Max where previously you had limited campaign-level control.
Transparency: Share a clearly defined list with sponsors to show the level of protection you provide during a partnership.

How this fits into 2026 trends

Late 2025 and early 2026 accelerated two important shifts:

Automation-first ad formats are now everywhere. Platforms like Google prioritize automated inventory allocation, making top-down exclusions essential.
Principal media and demands for transparency grew louder. Forrester and industry reports in January 2026 reinforced that advertisers will accept automation only with stronger guardrails and clearer auditability.

That mix means creators who understand account-level guardrails get a competitive advantage in negotiations and campaign performance management.

Practical playbook: Set up account-level placement exclusions (step-by-step)

This is written for creators and small publishers who run Google Ads to promote sponsored content or manage ad spend for brand partners. If an agency handles your account, use these steps as a negotiation checklist.

1. Audit current placements and risk profile

Export placement reports from all active campaigns for the last 90 days. Look for high-impression, low-performance placements and any placements flagged by partners or verification tools.
Create a risk matrix: list categories you will always exclude (adult, violent, illegal), categories you will review with sponsors (political, controversial), and categories you allow (general lifestyle, entertainment).

2. Create your account-level exclusion list

Googles new account-level control centralizes exclusions. Use it to store:

Domain names and site URLs
App bundle IDs for mobile apps
YouTube channels or video placements you do not want ads to appear alongside

Tip: Build the list as a living document in a shared spreadsheet before copying into Google Ads. Label entries with reason, date added, and who approved the exclusion.

3. Map exclusions to brand safety needs in contracts

Include language in your sponsorship agreements that references the account-level exclusion list. A short sample clause:

Ads placed by the Creator will not run on placements listed in the Creators Account-Level Placement Exclusion List. The list will be shared and mutually agreed upon no later than campaign start date.

This gives you leverage to add placements at a sponsor's request and shows brands you take safety seriously.

4. Layer verification and contextual controls

Account-level exclusions are a powerful guardrail, but dont stop there:

Enable third-party verification (for example industry vendors such as DoubleVerify or Integral Ad Science) for sponsorships that need stronger assurances.
Use contextual signals and brand suitability settings when available to prefer safe content categories.

5. Monitor, report, iterate

Set up weekly placement checks during active campaigns. Watch for impression spikes on unknown placements.
Report back to the sponsor with a simple summary: impressions, top placements, any placements excluded mid-flight, and verification results.

Example scenarios and decision rules

Here are common situations creators face and a recommended response:

Scenario A: You see your sponsored ad appearing on a controversial blog

Immediately add the domain to your account-level exclusion list.
Notify the brand with the placement report and explain actions taken.
Consider running a verification snapshot to confirm no additional negative placements existed.

Scenario B: A brand requires zero political adjacency

Use account-level exclusions to block known political domains and YouTube channels. Add an explicit contract clause for ongoing monitoring and removal rights.
Lean on contextual targeting and third-party verification to minimize accidental adjacency.

Advanced strategies for serious brand safety

Once you have the basics, use these advanced tactics to level up:

Shared exclusion libraries across creators

Create a shared exclusion library within your creator network or agency. When multiple creators share a brand campaign, a central exclusion list prevents gaps and reduces repetitive work.

API-driven updates and automation

If you manage multiple accounts, use the Google Ads API to push updates to account-level exclusion lists programmatically. That keeps lists synchronized and reduces human error.

Performance trade-offs and testing

Blocking placements can affect reach and CPMs. Run A/B tests when you add broad exclusions: compare reach, cost per conversion, and viewability. Document the impact so you can explain trade-offs to sponsors.

KPIs to track with every campaign

Measure these metrics to prove value and protect relationships:

Brand Safety Incidents: count of placements removed mid-campaign.
Coverage Rate: percent of spend covered by verification or subject to exclusions.
Viewability and Completion Rate for video placements.
CPM/CPA changes after exclusions are applied.
Sponsor Feedback: qualitative record of sponsor satisfaction and renewal rate.

Real-world example (anonymized)

One mid-sized publisher we work with ran a month-long sponsored series in late 2025. They initially blocked 12 sites at the campaign level but missed several high-risk mobile apps. After Googles account-level exclusions launched in January 2026 they moved to a single list and added 18 additional placements flagged by a verification vendor. The results:

Zero brand safety incidents during the campaign
20% reduction in manual account management time
Sponsor renewed the partnership and requested a recurring quarterly audit

This illustrates how centralized exclusions drive both operational efficiency and trust with partners.

Common pitfalls and how to avoid them

Pitfall: Over-blocking and lost scale

Blocking entire categories or too many domains can shrink reach, raise CPMs, and harm performance. Avoid blanket bans unless a sponsor requests them. Instead, use measured lists and test impact.

Pitfall: Lists that arent renewed

Treat your account-level exclusion list like a living policy. Set a calendar reminder for monthly reviews and audit newly discovered placements.

Pitfall: Not documenting why placements were excluded

Always add a rationale for each exclusion. That history is invaluable during disputes and when reporting to sponsors.

What brand partners will expect in 2026

Expect higher standards for transparency and measurable controls. Brands will ask for:

Shared exclusion lists and proof theyre applied account-wide
Verification vendor snapshots for key campaign windows
Clear contractual language about rights to add exclusions mid-flight

Delivering this shows you are a professional partner, not just a content creator.

Future predictions: what comes next after account-level exclusions

Based on current industry momentum, expect these developments in 2026 and 2027:

More granular account-level controls such as dynamic exclusion tiers for different sponsor profiles.
Tighter integration between ad platforms and verification vendors so exclusions can be cross-validated automatically.
Standardized creator transparency reports that become part of sponsorship proposals.

Quick checklist creators can use today

Build a risk matrix for what to exclude and why.
Create a shared account-level exclusion list and label entries with reason and date.
Include exclusion and monitoring language in sponsorship contracts.
Use verification snapshots for mid-tier and above campaigns.
Run A/B tests to measure the performance impact of major exclusions.
Schedule monthly reviews and emergency processes for rapid removals.

Closing: act now to protect deals and reputation

Googles January 2026 rollout of account-level placement exclusions is a practical tool for creators and small publishers that want to win and keep sponsorships. Use it not just to block bad inventory but to build a transparent process you can show partners. In a world where automation and principal media are increasing opacity, account-level guardrails are part of your credibility toolkit.

Call to action

Start today: export your last 90 days placements, draft your exclusion risk matrix, and create an account-level exclusion list in Google Ads. Want a tested template for exclusions and sponsor contract language? Sign up for our Creators Safety Kit or reach out for a free 20-minute audit of your account-level exclusion strategy.

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