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Ad Yield Management Course → Ad Yield Ops 102 → How to Build Your Blocking Strategy

Ad Yield Ops 102: How to Build Your Blocking Strategy

Learn how to build a custom ad blocking strategy for your site or app.
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Lesson Overview + Resources:

In this lesson, we'll walk through how to build a blocking strategy, including:

  • Defining the distinction between category and URL blocks, and how to set each
  • Building the most common blocking strategies

Here are additional resources pertaining to this lesson:

Read the Transcript:

Now, let’s cover a bit about how you can block ads from showing. If you are looking to ensure that the advertising that shows up on your website falls within the limits of your comfort zone, one of the most common methods publishers use are category and URL blocks at the demand partner level.

Blocking by category means you are removing an entire category of ads that have identified themselves as having certain content from being able to bid or display on your website or app.

Blocking by URL means you are removing all ads from a specific advertiser from being able to bid or display on your website or app.

There are different reasons to use each strategy, depending upon what your ultimate goals are. In general, the more conservative you are in your blocking strategy, the more likely you’ll be using category blocks along with URL blocks.Next, we’ll talk about some of the most Common Blocking Strategies publishers use.

There are typically two primary reasons why blocking is needed. The first is to keep content that you don’t want associated with your brand from displaying anywhere on your website or app. The second is to limit competing products or services from being displayed on your website or app.

When blocking for brand-safety concerns, you’ll typically use a strategy of category blocks combined with URL blocks when needed. The categories you can block are well-defined by the IAB.

When blocking for competition, you’ll typically use URL blocks to remove specific competitors from being able to bid on ad impressions on your site.