Protections overview

You can block/allow advertisers, brands, ad technologies, categories, and more across Ad Manager and Ad Exchange in one place. This provides a consistent way to protect users, publishers, and advertisers while maximizing inventory availability and demand eligibility in a simple, safe, and transparent system.

Protections are additive, meaning that all protections apply on every request that matches the targeting.

Block ads by type

These types of ads are allowed by default. You can choose to block them.

  • Advertisers/Brands: Brands are “children" that are mapped to parent advertisers. Example: a food company (the advertiser) and a specific cereal they manufacture (the brand).
  • General categories: High-level groupings of ads, such as Apparel, Finance, and Health.
  • Sensitive categories: Groups of ads that are considered "sensitive" due to the nature of the business or ad, such as "Sensationalism" or "Significant Skin Exposure."
  • Buyers: Prevent specific buyers from showing ads on your site or app.
  • Custom labels: Used to group objects for a variety of purposes. Example: you can create a custom label and then block it to prevent competing ads from appearing on the same page. Note that this is the only blocking option supported for YouTube cross-sell networks.
  • Advertiser URLs: Ads that link (or click-through) to specific URLs or app downloads. This way, you can easily block all ads that are linked to your competitor at
  • Cookies and data uses (non-google demand): Block other buyers from showing ads based on user interest categories or remarketing.

Allow ads by type

These types of ads are blocked by default. You can choose to allow them:

  • Restricted categories: Allow ads for alcohol and gambling/betting to appear, unless the categories have been disabled from your network.
  • Ad technologies: Control which ad technologies and video types are allowed on your inventory. Ad Exchange buyers are allowed to use many ad technology vendors that use tools such as ad servers, research technologies, and remarketing.

Other protections

  • Update ad experience controls: Control programmatic eligibility for all ad experiences in one place.
  • Prevent competitors from serving together: Block certain types of ads from appearing when other specific ads are present.
  • Block Open Auction ads: You can block all Open Auction ads from appearing on your network or to specified inventory.
  • Block ads by user-based data: By default, all publishers allow Google Demand sources, including GDN and Display & Video 360, to show ads based on user interest categories and remarketing, and allow the use of non-signed in visitation information from their site to help create these interest categories. You can choose to block certain types of user-based settings.

Protection limits

The following limits apply to protections:

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