Targeting presets are used as templates for defining targeting criteria. You can save targeting presets (templates), which can be used at a later point for quickly defining targeting criteria for a new line item. Modifying an existing preset will not impact line items that have already used this preset.
Use Custom Parameters to create key-value pairs for ad targeting. Key-value targeting enables the Unified Ad Server to specify targeting parameters required, e.g. pageID=123. Define custom criteria based on common characteristics of your site visitors collected through your website using custom parameters.
Exclusions are used to apply exclusion rules at the line item level. When exclusions are used, they instruct the server not to display ads from a listed exclusion, which can be a Competitive Exclusion or an Ad Exclusion.