Microsoft opened an audience exclusions pilot for Performance Max and split brand exclusions by ad type

Audience exclusions for Performance Max campaigns entered open pilot at Microsoft Advertising, letting advertisers keep specific audiences out of delivery. Microsoft is also refining brand exclusions so they can apply to text ads only while product ads keep showing on brand searches.

Both are pilots rather than general availability, and advertisers join by contacting their account team or Microsoft Advertising Support. The brand exclusions change matters for retailers that want to suppress text ads on competitor or partner brand terms without losing Shopping coverage on those queries.