Introducing Placement Exclusions: Tapper’s New Layer of Quality + Context Intelligence

Digital advertising has never been more automated. Platforms like YouTube, Performance Max, and Google Display decide where your ads run based on algorithms you can’t see, and often can’t control.
And while automation is powerful, it comes with a hidden cost:

Your ads can end up on placements that drain budget, pollute optimisation signals, and attract the wrong audiences.

Today, we’re fixing that.

Tapper is introducing Placement Exclusions, a new feature that analyses every placement your ads appear on and automatically removes environments that hurt performance. It’s quality assurance for the execution layer, done in real time.

Why Placement Quality Matters More Than Ever

Marketers today optimise inside “walled gardens”, and the only real lever left is the quality of signals you feed back into the platforms.
Bad placements create bad data. Bad data creates bad optimisation. The result?

• Higher CPA
• Lower ROAS
• Wasted spend
• Campaign volatility
• Misleading insights in your dashboards

Even when clicks are “legitimate,” they may still be the wrong context, the wrong audience, the wrong moment, or the wrong environment.

Placement Exclusions fixes this by cleaning up where your ads show, not just who clicks on them.

How Placement Exclusions Works

Tapper’s engine evaluates every placement across YouTube, PMax, and Display, then classifies and removes low-quality environments before they distort your optimisation.

1. Excluding Junk Traffic Placements

Some placements consistently deliver:

• Low-intent or zero-conversion contribution
• Bot-like behaviour
• Odd engagement patterns (instant bounce, no scroll, no interaction)
• MFA sites and long-tail spam inventory
• Traffic spikes that don’t correlate with sales or leads

If a placement only generates noise, Tapper automatically excludes it.
This prevents wasted budget and stops poor-quality signals from being fed back into Google’s optimisation systems.

2. Intelligent Contextual Classification

Even clean, human traffic can be wrong for your brand.

Tapper uses machine learning to examine:

Relevance

Is the content connected to your industry, audience, and commercial intent?

Language & Geography

Is this placement actually reaching the region and language you want to serve?

Suitability

We filter out categories that are notorious for poor downstream performance, including:

• Kids gaming content
• Foreign-language entertainment irrelevant to your market
• VPN/streaming clusters
• Low-quality long-tail YouTube channels
• Content themes that misalign with your product or brand

This ensures your ads appear in environments where real customers exist, and where intent is meaningful.

The Outcome: Better Placements, Better Signals, Better CPA

By keeping your campaigns focused on high-quality, contextually aligned placements, Tapper delivers:

• Cleaner optimisation data
• Lower CPA
• Better ROAS
• Stronger attribution clarity
• Reduced waste and volatility

Placement Exclusions works silently in the background, continuously removing risk and strengthening the performance loop between your campaigns and the platforms.

Your budget goes further. Your insights become clearer. And your optimisation becomes smarter.

Placement Quality is Now a Competitive Advantage

As platforms automate more of targeting, bidding, and delivery, brands need new ways to influence outcomes.
Placement quality is one of the last, and most underestimated, levers available.

Tapper’s mission is to help performance teams regain control, eliminate junk, and feed platforms the clean signals required for efficiency.

Placement Exclusions is a major step in that direction.