Marketplace Content Blocking

To help publishers save time and effort managing denylists, MoPub provides account level and line item level content blocking tools to block specific ad categories, apps and advertisers across all their apps. Using all of these tools together ensures the most comprehensive results for blocking unwanted advertising from your apps.

Important Notes

  • Category, apps and advertiser blocks that are set in the Content blocking page will be applied across all apps. Marketplace and Marketplace line item filters will continue to apply in addition to this denylist.
  • Private Marketplace line items interact differently with account level settings. See Private Marketplace section for more information.
  • New Marketplace line items will continue to inherit the content filters and advertiser blocks that are applied in the Settings tab.
  • Fullscreen video settings will remain on the Marketplace tab and Marketplace line items

Click on the e-mail dropdown in the MoPub UI and select ‘Content blocking’ to find your advertiser and category denylists.

Content Blocking

Advertisers

Use this denylist to block ads from specific advertisers across all your apps. Marketplace and line item filters will continue to apply in addition to this denylist.

Advertiser Content Blocking Page, Marketplace, and Marketplace Line Item Interaction

Content blocking Advertiser page blocks Marketplace tab or line item settings block Resulting blocked categories on the targeted ad unit will be
nike.com espn.com nike.com, espn.com
nike.com None nike.com
None espn.com espn.com

Add Advertisers to Your Denylist

  • Step 1:
    • Click ‘Add advertisers’
  • Step 2:
    • Enter advertiser domain(s) into the modal input field
    • Recommended format, advertisername.com
    • MoPub blocks any buyer domains that contain the exact text entered in this field
  • Step 3:
    • Click ‘Save’

Remove Advertisers from Your Denylist

Remove all advertisers

  • Step 1:
    • Select the ‘Blocked advertiser’ checkbox in the Advertiser denylist page
  • Step 2:
    • Click on the ‘Remove selected’ button
  • All advertisers in your denylist are now removed

Remove select advertisers

  • Step 1:
    • Select individual advertiser domain(s) in the Advertiser denylist page
  • Step 2:
    • Click on the ‘Remove selected’ button
  • The advertisers you selected are now removed from your denylist

Export Advertiser Denylist

You now have the ability to export the advertiser denylist that is set across your entire account. Just click the ‘Export all’ button in order to export a CSV file of all of your advertisers blocks.

Advertisers set in the Marketplace or on Marketplace line items will not be exported.

Best Practice

If you want to manage an account wide blocklist in one place, we recommend clearing out the Advertiser Blocklist on your Marketplace and Marketplace line items after you have set an Advertiser Denylist in the Content Blocking page.

  • Step 1:
    • Set your account wide blocks in the Content Blocking Page
  • Step 2:
    • Navigate to the Marketplace or Marketplace line item settings
  • Step 3:
    • Scroll to the Marketplace or Marketplace line item Advertiser Blocklist
  • Step 4:
    • Select ‘Clear all’
  • Step 5:
    • You can now manage all of your account wide advertiser blocks on the advertiser denylist.

Category Denylist

Use this denylist to block specific categories of ads across all your apps. Marketplace and line item filters will continue to apply in addition to this denylist. MoPub always blocks ads that contain illegal, explicit, or deceptive content.

Category Content Blocking Page and Marketplace and Line Item Interaction

Content blocking Category page blocks Marketplace tab or line item settings block Resulting blocked categories on the targeted ad unit will be
Humor Moderate _ (Sexuality, Wine, Cocktail/Beer) _ Humor, Moderate ( _ Sexuality, Wine, Cocktail/Beer) _
Humor No Filtering Humor

Update Category Denylist

  • Step 1:
    • Select ‘Edit denylist’
  • Step 2:
    • Choose the categories you want to add or remove
      • Important: Each additional block negatively impacts advertiser demand and revenue. We recommend being selective when blocking ad categories.
    • Select an entire category
      • Click on the checkbox next to the category
    • Select a subcategory
      • Click on the caret next to a category or select ‘expand all’ to see all subcategories
  • Step 3:
    • Click Save
      • You will now see a list of the category blocks that are applied to your entire account on the Content blocking page. If an entire category is selected, you will see a message ‘All Selected’

Best Practice

If you want to manage an account wide blocklist in one place, we recommend setting your Marketplace and Marketplace line item Content Filters to ‘no filtering’ after you set your Category Denylist in the Content Blocking page.

Customers who have custom denylists should consult with their account team before setting line items to ‘no filtering’ as this may impact creative attributes that have been set.

Important Note: When using account level content blocking following categories are blocked by default:

  • “IAB25” - Non-standard Content
  • “IAB26” - Illegal Content
  • “IAB9-9” - Cigars
  • “IAB3-7” - Government (Lottery and scratch-offs)

Migrating your Marketplace and Line Item Denylists to the Content Blocking Page

These instructions are intended for publishers who would like to manage their blocks account wide moving forward.

  • Step 1:
    • Select the categories you want to block across all of your apps in the Content blocking page of your account. The predefined Marketplace content filters are listed below if you would like to maintain those blocks.
    • No filtering
    • Low
      • Non-Standard and Illegal Content are blocked
      • Note: Ads that contain illegal, explicit, or deceptive content are automatically blocked across all of your apps. You do not need to make any updates in the Content blocking page to account for ths.
    • Moderate
      • Sexuality in the Health & Fitness category
      • Wine and Cocktails/Beer in the Food & Drink category
    • Strict
      • Dating, Divorce Support, and Gay Life in the Society category
      • Pregnancy in the Family & Parenting category
      • Incest Abuse/Support, AIDS/HIV, Infertility, and Sexuality in the Health & Fitness category
      • Wine and Cocktails/Beer in the Food and Drink category
  • Step 2:
    • Set your Marketplace or line item settings to ‘no filtering’
    • Blocks set in the Content Blocking page will apply to all of your apps, therefore you no longer need to maintain category blocks in the Marketplace tab or line item settings
    • Customers who have custom denylists should consult with their account teams before setting line items to ‘no filtering’ as this may impact creative attributes that were set.

Apps

Use this denylist to block ads from specific apps by entering the app’s Android bundle ID or iOS app ID to block them.

Note that this will only block an ad if the entered bundle/app ID matches the bundle/app ID provided by the advertiser.

App Blocking

App Blocking Granularity

  1. Account Level Blocking is available in “Content blocking” > “Apps”
  2. Account Level Blocking is also available in “Marketplace” > “Settings”
  3. Individual Marketplace Line Items under “Line Item” > “Settings”

Add Apps to Your Denylist

  • Step 1:
    • Choose Android bundle or iOS app IDs
  • Step 2:
    • Click ‘Add to denylist’
  • Step 3:
    • Enter Android bundle(s) or App Store ID(s) into the modal input field
    • See “Finding App IDs to Block” for formatting details below
    • MoPub blocks any buyer app that contain the exact text entered in this field
  • Step 4:
    • Click ‘Save’

Remove Apps from Your Denylist

  • Click on the “x” to remove individual IDs in the App denylist page
  • The apps you selected are now removed from your denylist

Finding App IDs to Block

Android

  • Search the Google Play Store for the Android app to block
  • Example: https://play.google.com/store/apps/details?id=com.twitter.android&hl=en_US
  • The ID is available in the id= parameter: com.twitter.android
  • Be sure to remove anything after the Android Bundle ID like &hl=en_US before saving

iOS

  • Search the iOS App Store for the iOS app to block
  • Example: https://apps.apple.com/us/app/twitter/id333903271
  • The ID is the number after /app/appname/id: 333903271
  • Be sure to remove anything trailing the App Store ID before saving

Private Marketplace Line Items

Users will have the ability to choose if the PMP line item uses only the PMP line item settings or inherits both the PMP line item and Content blocking settings

Option 1: Only PMP line item denylist applies and blocks set in Content blocking page are not inherited

  • Select the ‘Override Content blocking settings’ in the Deal Information of your Marketplace settings.
  • This is the default setting

Behavior When Override Checkbox Is Selected

Permission Settings applied Content Blocking Private Marketplace Resulting blocked permissions on the targeted PMP ad unit will be:
Advertiser Denylist Private Marketplace nike.com gameofwar.com gameofwar.com
Advertiser Allowlist (on line item only) Private Marketplace N/A adidas.com adidas.com (allowlisted)
Category Private Marketplace Humor Wine Wine

Option 2: PMP line item settings will apply in addition to the Content blocking settings when the override checkbox is not selected

Behavior When Override Checkbox Is Not Selected

Permission Settings applied Content Blocking Private Marketplace Resulting permissions on the targeted PMP ad unit will be:
Advertiser Denylist Content Blocking + Private Marketplace nike.com gameofwar.com nike.com, gameofwar.com
Advertiser Allowlist (on line item only) Private Marketplace Nike.com (on denylist) adidas.com adidas.com
Category Content Blocking + Private Marketplace Humor Wine Humor, Wine

Last updated November 18, 2020

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