Remove advertiser URL blocks in Ad Exchange

Opportunity assessment

Often publishers block entire advertiser URLs in order to exclude all ads from that source or improve the quality of ads that serve to users.

Every blocked advertiser URL reduces the number of ads within an auction and decreases competition, resulting in lower CPMs for the winning ads. Unblocking advertiser URLs increases the auction pressure and overall yield.

You may also want to consider moving blocks from the “Everything” rule (blocking at the account level) to specific rules only. This still protects your inventory where necessary, but also opens up inventory on less restricted sites.

 

Implementation

To remove advertiser URL blocks:

  1. In Ad Exchange, select the Rules tab and click Blocking in the navigation menu. You can see a summary of each advertiser URL blocked for each rule.
    To access this feature from Ad Exchange instead of DFP, select Rules and then Blocking.
  2. Unblock an advertiser URL by clicking into a rule and deleting the URL.
    Treat sensitive advertiser URLs with care.
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