How can I tell if my Do Not Reach List is working?
After uploading your list, you will see your Do Not Reach List appear at the top of the table on the Audiences manager page. In the third column of this table, you will find the audience’s “Status”.
Once your DNRL status is marked as “Ready”, all campaigns that run within your ads account will automatically exclude people who have matched in the DNRL — preventing them from receiving ads from your account.
If the status is showing as “Processing” or “Audience too small”, your DNRL is not being applied, and you will need to wait for the matching process to complete or add more people to your audience.
Can an ads account have more than one Do Not Reach List?
Each ads account will be granted the ability to maintain just one Do Not Reach List, but the DNRL can be edited, deleted, and recreated.
Can I only apply the DNRL to select campaigns?
No — Once a DNRL is created, all campaigns within the given ads account will automatically exclude the people in the DNRL — preventing them from receiving ads from that account. This includes campaigns that were launched prior to the creation of the DNRL. Advertisers do not need to manually add the DNRL to their campaigns nor can they pick and choose which campaigns exclude the DNRL.
Can a Do Not Reach List be used for inclusion targeting?
No — Do Not Reach Lists only operate for audience exclusion purposes and cannot be used for inclusion targeting.
How will my Do Not Reach List impact campaign reach?
A DNRL inherently reduces the overall number of people that you can reach with your Twitter Ads campaigns, and it will work in conjunction with your targeting to determine which people are eligible to be reached by a specific campaign.
At this time, the audience size range represented in the Audience Estimate module will not exclude your Do Not Reach List. Therefore, we recommend that advertisers — especially those with large DNRLs — factor this into their campaign reach planning and expectations.
What’s the difference between Do Not Reach Lists and List Custom Audiences?
While the creation and management of the Do Not Reach List will occur in the Ads Manager > Audiences tab, these should be considered separate from List Custom Audiences.
A DNRL is a one-size fits all tool that is automatically applied to all campaigns and can only be used for exclusion purposes. A List Custom Audience provides more flexibility, and we recommend that you continue to use these audiences for: Retargeting, Expansion, and Campaign-Based Exclusion.
What is "matching"?
After uploading your list of emails, there's a processing period during which the emails on your List are "matched" with active Twitter users. This matching is necessary in order for us to identify these people and exclude them from receiving your ads.
It's possible that not all of the emails on your DNRL will be matched with active Twitter users. This is why you might see a final Audience size that is smaller than your original uploaded list.
Every list is different, and until your list is processed and "matched", we cannot accurately estimate the match rate for an individual advertiser's Do Not Reach List.
My audience is showing as too small
To respect user privacy, we require that Do Not Reach Lists reach a minimum of 100 matched Twitter users before becoming active. If a DNRL falls short of this requirement, the status will read “Audience too small”, and it will not be applied to campaigns.
In order to reach the minimum threshold, you will need to add more people to your audience.
Will my Do Not Reach List be applied to impresiones delivered via Twitter’s Audience Platform (TAP)?
No — Do Not Reach Lists will only be applicable to impressions delivered directly on Twitter.
How do I pre-hash my file?
When creating a Do Not Reach List, the information in your data file is always hashed before it's sent to Twitter, and Twitter never reveals or shares the information in your list with anyone or any other service.
We also offer the option to upload a Do Not Reach List that is pre-hashed. If you're pre-hashing your file (optional), please follow these formatting instructions:
Your file may only contain emails. Include one hashed value per line.
Entries must be line separated, terminated with either LF (\n) or CRLF (\r\n). Supported file formats are CSV (.csv), TSV (.tsv), and TXT (.txt).
The entry on each line must be hashed using SHA256, without a salt.
I'm getting a "One or more pre-hashed records is not in the correct format" error when I try to upload
This error message appears when your uploaded list is not formatted correctly.
Please check the following:
Your file is in either .csv, .tsv, or .txt format
Your file may only contain emails. Each value is on its own line
Entries must be line separated
There are no missing rows of information or gaps in your file
For non-hashed files, make sure you do NOT check "The records in this data file are already normalized and hashed using SHA256" box during upload.
For pre-hashed files, make sure you DO check "The records in this data file are already normalized and hashed using SHA256" box during upload.
Can I use a data partner for creating and managing my Do Not Reach List?
Yes - DNRLs are supported within our Ads API. If you are interested, we recommend reviewing the documentation within our Developer Help Center and reaching out to your partner to learn more about the process.
If you are not currently working with a data partner, check out our list of partners here.