Building an Anti-ICP Exclusion Audience

An Anti‑ICP Exclusion Audience is an optional add‑on product that lets you exclude a very large group of people or companies — up to 50 million records — from your ad campaigns. They’re designed to make it easy to remove non‑ICP ad impressions at scale, without having to split exclusion lists into multiple smaller audiences.

When should I use an Anti-ICP Exclusion Audience?

Anti-ICP Exclusion Audience is useful when you want to exclude large groups of people who are unlikely to become customers.

Common use cases include:

• Companies outside your target size range

• Industries that are not a fit for your business

• Competitors

• Existing customers

• Internal employees or partners

• Specific departments that fall outside your target ICP

How it Works

Anti-ICP Exclusion Audiences are a product add-on. Each Primer organization comes with a free 45 day trial of this Anti-ICP product. The trial can be started at any point by clicking the button at the top of the dashboard “Try Exclusion Audiences”

If you’d like to draft a subsequent Anti-ICP Audience, select from the “Exclusion” option from the “Create Audience” dropdown in the Dashboard

To build an Anti-ICP Exclusion Audience

• Set exclusion criteria using filters like company size, industry, job title, and location.

• Save and sync the audience to your selected ad platforms.

• Apply the audience as an exclusion in your campaigns and ad sets to prevent ads from serving to anyone in the matched list.

Anti- ICP Exclusion Audiences refresh automatically once a month to ensure your exclusions remain up to date.

Related Plays

• Reduce Unwanted Search Traffic by 20% → See the play

• Constrain Meta’s Advantage+/Lookalike Algo → See the play

• Avoid Retargeting Unqualified Site Traffic → See the play

Supported destinations

Anti-ICP Exclusion Audiences currently support:

• Meta

• Google

• LinkedIn

Reddit and DV360 are not supported at this time.

FAQs

• What if my Anti‑ICP Audience size is more than 50 million?

An Anti-ICP Audience supports a size of up to 50M records. If your audience exceeds this limit, refine your filters (e.g., company size, industry, or geography) to reduce the count or request an additional audience.

• What if my Anti‑ICP Audience size is less than 3 million? Do I still need Anti‑ICP?

For audiences under 3M, you can use Primer’s standard audiences as exclusions. Anti-ICP is most valuable for excluding very large audiences, but you can still use it for smaller lists if you prefer a single workflow.

• Why is Reddit not included in it?

Anti-ICP currently supports Meta, LinkedIn, and Google. Reddit has different custom audience requirements, but standard audiences can still be synced through and used as exclusion in the existing integration.

• What is the matching time for an Anti‑ICP audience?

Anti ICP Audience are typically matched in 72 hours.

• Do I need to purchase an additional Anti-ICP Audience?

Yes. Anti-ICP Audiences are sold as an add-on (see Pricing page). Each purchased audience slot supports one Anti ICP Audience.