Amazon DSP adds content exclusion categories for brand suitability control – PPC Land

Amazon announced on December 18, 2025, the introduction of content exclusion categories for its demand-side platform, enabling advertisers to manage brand suitability settings across Twitch and third-party web and mobile inventory through a single setup. The feature extends Amazon’s existing brand suitability framework by allowing advertisers to opt out of specific content topics that conflict with brand values. According to the announcement, content exclusion categories function as binary on-off switches. When advertisers select a content category, their advertisements will not appear alongside that content type across Amazon DSP’s inventory sources. The implementation simplifies campaign management by eliminating the need to configure multiple controls across different supply sources. The launch also expands the brand suitability report to include content exclusion categories. Advertisers can verify advertisement placements across different inventory tiers and content exclusion categories, providing enhanced monitoring capabilities for brand suitability compliance. Amazon DSP self-service advertisers can access content exclusion categories through three methods: the Amazon DSP console under “Inherited settings” followed by “General” and the “Brand suitability” section, the public API, and the bulk tool spreadsheet. The feature rolled out across all markets where Amazon DSP operates, including North America, South America, Europe, the Middle East, and Asia Pacific regions.
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