Use advertiser and brand exclusions

Block advertisers' ads trafficked in DFP, DCM, and Ad Exchange
Unified advertiser exclusions (across DFP and Ad Exchange) only work with verified advertisers when DFP can identify the advertiser correctly in both your DFP network and the corresponding Ad Exchange, DCM, or DFP network. To block advertisers you've created in DFP or particular line items only, use DFP ad exclusions.

Advertiser exclusions enable you to block or allow advertisers and brands from your network or particular ad units, whether the advertisers have bought the inventory through:

  • A reservation buy on DFP
  • An exchange buy on Ad Exchange
  • A DoubleClick tag creative that connects to DCM or another DFP network

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 can block or allow particular verified advertisers and brands, and you can also block all unknown (unverified) advertisers.

How unified advertiser exclusions in DFP work with Ad Exchange blocking

Unified exclusions apply to both reservation line items created in DFP and Ad Exchange ads serving via dynamic allocation or private auctions. Unified advertiser and brand exclusions take precedence over any block overrides you may have established for preferred deals or private auctions. (If you select "Only block ads from Ad Exchange open auctions, private auctions, and preferred deals," the exclusion doesn't affect DFP reservation line items.)

Advertiser and brand exclusions created in Ad Exchange affect only Ad Exchange ads, including dynamic allocation and private auctions. Reservation line items created in DFP aren't affected because DFP doesn’t connect with Ad Exchange to serve these ads.

We recommend that you use only DFP to create and manage your advertiser and brand exclusions. That way, you can ensure that they apply in all cases.

Unified advertiser/brand exclusions and DoubleClick tag creatives (internal redirects)

If you're using DoubleClick tag creatives (internal redirects) to deliver ads from DCM or another DFP network, unified advertiser/brand exclusions are respected for verified advertisers and brands.

  • For DCM, blocking is based on the verified advertisers and brands you set for the creative in your DFP network.

  • For DoubleClick tag creatives from another DFP network, DFP checks the blocking rules for both your network and the originating DFP network.

Create a unified advertiser/brand exclusion

  1. In DFP, click Inventory and then Exclusions and then Unified advertiser exclusions.

    The "Blocked advertisers" column on the "Unified advertiser exclusions" page shows the advertisers and brands that are blocked or allowed and the inventory targeted by each exclusion.

  2. Click New unified exclusion.
  3. Enter a name.
  4. (Optional) Change the status to Inactive if you want to save the exclusion for later use.
  5. (Optional) Select Only block ads from Ad Exchange open auctions, private auctions, and preferred deals, which will prevent the exclusion from blocking line items trafficked in DFP.
  6. Select the ad units targeted by this exclusion. Browse or search your inventory and click include. The exclusion also applies to child ad units.

    If you don't target any ad units, the exclusion applies similarly to run of network, excluding the selected advertisers and brands from your network.

    If you include an ad unit that contains special child ad units in a blocking rule, those ad units are also included in the blocking rule despite not being explicitly targeted.
  7. Define the Block list options:
    • Block all: Selecting this option blocks all advertisers and brands except those explicitly allowed under "Verified advertisers".
    • Block unknown advertisers: In Ad Exchange, an advertiser is "unclassified" if it doesn't appear on our list of 10,000 advertisers. Any brands belonging to these advertisers are also considered unknown.
      This option blocks all unknown advertisers and could have a significant impact on dynamic allocation.

      This option is automatically selected when you select "Block all."

    • Verified advertisers: Ads from these advertisers and brands are not permitted on the ad units selected in the "Assigned inventory" section. (If you selected "Block all," ads from these advertisers and brands are the only ones that can serve to the selected ad units.)

      To add a verified advertiser or brand, begin typing in the search field. Matching results appear automatically. Learn more about verified advertisers

  8. Click Save.

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