Industry · Status at source date: Newsletter archive
Excluding kids' content placements remains a constant battle
Wijnand Meijer has revisited a long-running placement-hygiene problem: kids' content, such as Baby Shark, reappearing in placement reports no matter how often it is excluded. Exclude one cartoon channel, and another takes its place the following month, with new ones going live daily.
What changed
He notes these surface most in Video campaigns, where advertisers can at least see and exclude each channel individually.
Why it matters for advertisers
For you, this means placement exclusion for kids' content is an ongoing maintenance task rather than a one-time fix, particularly on Video. Worth scheduling regular placement-report reviews and maintaining a running exclusion list, since new channels appear continuously.
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Excluding kids' content placements remains a constant battle
Wijnand Meijer has revisited a long-running placement-hygiene problem: kids' content, such as Baby Shark, reappearing in placement reports no matter how often it is excluded. Exclude one cartoon channel, and another takes its place the following month, with new ones going live daily. He notes these surface most in Video campaigns, where advertisers can at least see and exclude each channel individually.
For you, this means placement exclusion for kids' content is an ongoing maintenance task rather than a one-time fix, particularly on Video. Worth scheduling regular placement-report reviews and maintaining a running exclusion list, since new channels appear continuously.
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