Suppression List
A suppression list is a set of people you deliberately exclude from a campaign, most often existing customers excluded from acquisition ads. Suppression prevents wasted spend re-acquiring people you already have and is one of the fastest wins from first-party data.
By feeding your customer list to ad platforms as an exclusion, you stop paying to win back people who are already yours, immediately improving acquisition efficiency.
Suppression can also exclude recent purchasers, unsubscribed contacts, or ineligible audiences. It costs little to set up and pairs naturally with lookalike expansion.
Go deeper
6 min readHow to Build a First-Party Data Audience for AdvertisingOwned audiences built from first-party data outperform rented third-party segments. Here is how to build, segment, and activate them across ad platforms.7 min readHow to Activate First-Party Data Across Marketing, Sales, and AIActivation is where first-party data creates value. A practical guide to putting your data to work in personalization, targeting, sales, retention, and AI.
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