Blocking Options for Publisher Inventory

LiveIntent offers a handful of blocking options for publishers seeking to prevent unwanted advertiser demand. Some blocking options can be used individually or in tandem with each other. This article will go over all blocking options and how they function. 

Block Lists 

This is a list of advertiser domains that are blocked on the publisher-level within LiveIntent’s Inventory Manager. Block lists are the least restrictive type of blocking offered by LiveIntent. 

A block list is best used to block competitors and other unwanted advertisers from appearing in your newsletters. Block lists require less maintenance than other forms of blocking since they are inclusive of new advertiser spend going live. Publishers using a block list may have to reactively block an unwanted new advertiser after it appears in their inventory. However, other blocking options such as tiering system, IAB category, and managed demand category can assist with proactively blocking unwanted demand.

Note: block lists can be used in tandem with all blocking options except allow lists.

Note: block lists only function on the short domain of the advertiser. For example, we can block liveintent.com on a block list, but not liveintent.com/much_longer_domain.

If you would like to set up or update your block list, please reach out to your Customer Success Manager.

Allow Lists 

This is a list of advertiser domains that are allowed on the publisher-level within LiveIntent’s Inventory Manager. Allow lists are the most restrictive type of blocking offered by LiveIntent. 

An allow list is best used to create an exclusive list of advertisers that are allowed to run in your newsletters. Any advertisers not included on your allow list will not be eligible to bid on your email inventory. Since new advertiser domains go live each week, allow lists will require continual updates in order to account for new advertiser spend. 

Note: allow lists can’t be used in tandem with any blocking options.

Note: allow lists only function on the short domain of the advertiser. For example, we can add liveintent.com on a allow list, but not liveintent.com/much_longer_domain.

If you would like to set up or update your allow list, please reach out to your Customer Success Manager.

If you want to learn more when to use a block list or an allow list, check out this post.

IAB Category Blocking

This is when one or more advertising categories are blocked on the publisher-level within LiveIntent’s Inventory Manager. These categories are based on the standard Interactive Advertising Bureau’s advertising categories

IAB category blocking is best used to block industry verticals containing advertisers that compete or are inappropriate for your audience. It is important to note that IAB categories are broad and can potentially contain advertisers that are acceptable for your inventory. For example, blocking IAB8: Food and Drink in order to block alcohol advertisers will prevent many advertisers beyond just alcohol from serving in your inventory. 

Note: IAB category blocking can be used in tandem with all blocking options except allow lists. 

Note: only the main tier of IAB’s categories can be blocked. IAB category sub-tiers cannot be blocked. For example, the main tier of IAB 1: Style and Fashion can be blocked, but not sub-tier IAB 1-1: Women’s Clothing. 

If you would like to set up or update your IAB category blocking, please reach out to your Customer Success Manager.

Tiering System

This is a predefined tier system that preemptively blocks advertisers from sensitive categories and ‘uncontrolled’ sources of demand. ‘Uncontrolled’ refers to any demand source that isn’t directly managed by a LiveIntent account manager. For example, advertisers that are sourced from demand partners such as Criteo, MediaMath, The Trade Desk, etc. 

Each publisher is placed in a tier based on their blocking requirements identified during the onboarding process. The tiers are detailed below:

      1. Blocking Political Advertisers & Restricted Advertisers
      2. Blocking Political Advertisers, Open to Restricted Advertisers
      3. Open to Political Advertisers, Blocking Restricted Advertisers
      4. Allow List Publishers
      5. No restrictions (Open to Political Advertisers & Restricted Advertisers)

‘Restricted Advertisers’ include the following:

      1. Alcohol
      2. Gambling
      3. CBD and related products
      4. Cryptocurrency

Whenever an ‘uncontrolled’ domain gets brought to the Platform Health Team’s attention, it gets added to the appropriate tier and gets blocked from all publishers on this tier.

The tiering system is best used to block unwanted advertisers from uncontrolled demand sources. The tiering system is an ‘all or nothing’ system and can potentially block more advertisers than intended from your inventory. For example, being placed on a tier that blocks restricted advertisers will block all advertisers that fall under the restricted categories above. 

Note: the tiering system can be used in tandem with all blocking options except allow lists. Publishers using an allow list will automatically be added to Tier 4: Allow Lists. This tier is just a categorization and has no impact on blocking. 

If you would like to set up or update your tiering system, please reach out to your Customer Success Manager.

Managed Demand Category Blocking 

This is a blocking process that preemptively excludes publishers from certain LiveIntent managed-service advertisers before they go live. Publishers are added to categories based on their elected blocking preferences. When a publisher wishes to block advertising from the categories listed below, their publisher ID is blocked from the respective campaigns on the LiveIntent DSP.

Managed demand category blocking is best used to block unwanted LiveIntent manage-service advertisers (LiveIntent DSP). This process is managed internally by LiveIntent and is more granular than other blocking options. 

Below are the managed demand categories that can be blocked:

    1. Politics A
      • Any creative that has political content or a political figure, including books by political figures
    2. Politics B 
      • Publishers only blocking click-bait political ads that have polls, speculative information, etc.
      • Will accept legitimate or established candidates, super pacs, political causes, NGOs, etc.
    3. Models in Underwear/Swimsuits*
      • Models in swimsuits, underwear, or lingerie regardless of gender
      • Will accept creatives if the product is by itself
    4. Alcohol
      • All types of wine, beer, liquor, or other alcoholic beverages
    5. Gambling
      • Casinos, sports betting, and online gambling
    6. CBD and Related Products
      • Legal CBD products, hemp products, and financial information related to any of these products (eg: Marijuana stocks)
    7. Cryptocurrency
      • Bitcoin and all other blockchain-based currencies
    8. Health Claims
      • Any sort of health supplement or weight loss creative that has unsubstantiated or unreasonable claims
    9. Covid Content*
      • Cloth and non-cloth masks
    10. Home goods*
      • Appliances, bedding, furniture, kitchen etc.

* denotes that this is not a LiveIntent Content Policy restricted category, but a common category that pubs are sensitive to. Please see the LiveIntent Content Policy here

Note: managed demand category blocking can be used in tandem with all blocking options except allow lists.

If you would like to set up or update your tiering system, please reach out to your Customer Success Manager.

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