The short answer is yes, but… You want to be sure that excluding categories does not severely limit your inventory, and it will not be applicable in every situation. If the starting category is too niche, if it is a special category (like job type, credit, recruitment or housing) see additional FAQ on this. Also, if there is no crossover it will not work. The best route would be to submit a RFP and confirm inventory before making any promises.
When would this make sense? Consider a client like an organic chicken farm. They want to reach a broad category like “moms” who are usually in charge of cooking dinner. However, since they are a chicken farm, they want to exclude “moms” who are “vegetarian” or “vegan.” This is a great time to exclude a category.
On the flip side, if the client is still an organic chicken farm, but the campaign is for a special event they are hosting for other farmers, they would target “farmers” but have no reason to exclude “moms” as there isn’t a crossover issue.
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