Build exclusion and inclusion lists

Exclusion and inclusion lists control where your ads run. An exclusion list names the apps and sites your partners should block, such as properties that aren’t brand safe, have high invalid traffic (IVT) or carry other risks. An inclusion list names the properties you approve. You build both in Media Ratings Terminal (MRT) Discovery and download them as a CSV.

Video (1.5 min): build an exclusion or inclusion list in Discovery and download it.

Step 1: Choose the channel, device and region

Open Discovery

Choose a channel

Select Connected TV, Mobile or Domains.

Set the top-level options

Mobile: choose the app store (Google Play or App Store), the device (All Devices, Smartphone or Tablet) and the region (North America, EMEA, LATAM, APAC or Global).
Connected TV: choose the CTV platform and the region.
Domains: choose the device (All Devices, Desktop or Mobile), the region, and whether to include subdomains.

Choosing All Devices and the Global region gives the most complete data and one row per property. See Set device and region.

Step 2: Apply filters

Select filters in the panel on the left. The results update as soon as you make a selection; you don’t need to apply or save.

Commonly used filters:

Filter	Use it to
Category	Keep or remove whole categories, such as news, travel or social networking.
Risk	Filter on Pixalate’s overall Low, Medium or High risk rating.
IVT %	Set an estimated IVT threshold from 0 to 100%. A higher percentage means more invalid traffic. The High IVT preset sets this for you.
Brand safety	Filter on overall brand safety risk, or on one category such as adult, violence, gambling, hate speech, or alcohol or drug content.
Viewability	Filter apps by viewability risk, or websites by a viewability threshold from 0 to 100%. A lower percentage means fewer viewable ads.
Ads.txt or app-ads.txt	Keep only properties that publish the file. See Check ads.txt compliance.
MFA risk	Remove made-for-advertising inventory. See Find MFA sites and apps in the MRT.
COPPA	Filter on COPPA violation risk or on child-directed audience.
Owner domain	Include or exclude every property owned by one business. See Find properties by owner.

For the full set of filters, see Filter the results.

Exclusion or inclusion? For an exclusion list, filter for the risks you want partners to block: high risk, high IVT %, low viewability. For an inclusion list, filter for the properties you approve: lower risk, lower IVT % and higher viewability.

Start from a preset

The Presets at the top of the filter panel build a common exclusion list for you:

List	Includes
Adult Content	Apps associated with adult content.
Violence Content	Apps associated with violent content.
High IVT	Apps with an estimated IVT rate (GIVT plus SIVT) of 10% to 100%.
No Privacy Policy	Apps whose developers don’t post a privacy policy, so they’re at higher risk of misusing the data they collect.
No Clean Programmatic Ads Detected	Apps where Pixalate hasn’t been able to find ad space, so inventory sold as coming from them has a high risk of being invalid.
Anonymous (WHOIS Info Hidden)	Apps whose developer’s domain registration is hidden.

Step 3: Download the list

Switch to List view and select Download as CSV at the top of the results. The CSV downloads straight away. (On the results of an imported list, you can also choose which columns to include.) Large lists can take a few minutes. If the download takes more than 10 minutes, narrow your filters and try again, or contact support@pixalate.com.

Send the CSV to your DSP or other partners to block or target. If you give partners exclusion or inclusion lists, include a clause in your purchase order that requires them to comply.

To block risky apps and domains automatically instead of maintaining your own list, see Data feeds.

Discovery: filters, device and region settings, and export columns.
Check many apps or domains at once: start from your own list instead of the whole index.

Questions? Email support@pixalate.com.