<plugin>
<groupId>org.codehaus.mojo</groupId>
<artifactId>emma-maven-plugin</artifactId>
<version>1.0-alpha-3</version>
<inherited>true</inherited>
<configuration>
<filters>
<filter>-com.*.marketplace.*</filter>
</filters>
</configuration>
<executions>
<execution>
<id>instrument</id>
<phase>pre-site</phase>
<goals>
<goal>instrument</goal>
</goals>
</execution>
</executions>
</plugin>
http://emma.sourceforge.net/reference_single/reference.html#instrset.filters