Block advertisers and brands

You can block advertisers and brands from appearing on your network or specified inventory. Brands are “children" that are mapped to parent advertisers, providing you with more granular blocking options. An example of an advertiser/brand relationship might be a food company (the advertiser) and a specific cereal they manufacture (the brand).

You currently cannot combine advertiser/brand protections with other protections, and not all targeting is available. This functionality will be added in a future release.

Get started

  1. Sign in to Google Ad Manager.
  2. Click Protections and then Protections
  3. Click New protection and then Ad content
  4. Name your protection.
  5. From the “Inventory type” dropdown, select the medium on which you want to control the display of ads, such as Mobile app.
  6. Target the inventory the protection will be applied to.
    • If you select Only protect specified inventory, click Add targeting and make your targeting selections.
    • Advertiser/brand protection targeting is compared against targeting values from the Ad Manager request (for other protections, we use targeting values from the backfill/Ad Exchange tag request).
    • If you don't target any ad units, the protection applies similarly to run of network, excluding the selected advertisers and brands from your network.
    • The protection also applies to child ad units. If you include an ad unit that contains special child ad units, those ad units are also included in the protection despite not being explicitly targeted.
  7. Under “Blocks,” click Add next to “Advertisers/Brands”.
  8. Next to “Whitelist or blacklist,” select one of the following:
    • Block the following advertisers &/or brands: Blocks only the advertisers and brands you select.
    • Block all advertisers &/or brands, with the following exceptions: Blocks all advertisers and brands except those you select.
  9. When you select Block any advertisers or brands that are not classified:
    • An advertiser is considered "unclassified" if it doesn't appear on our list of advertisers available for setting pricing rules. Any brands belonging to these advertisers are also considered unclassified.
    • If none of our existing categories are applicable to an ad, the ad belongs to an unclassified category. The block only applies to categories included in a protection.
    • Unclassified advertisers are only blocked on the open auction.
  10. Select Apply to all direct traffic as well to apply the blocks to reservations.
    • For this option, “reservations” consist of traffic outside of First Look, open auctions, private auctions, and legacy private deals.
    • For the blocks to apply to direct traffic, you must tag your line items with advertisers/brands.
  11. Click Update.
  12. Add more protections as needed and click Save.
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