Ad Quality in Ad Exchange
Ensuring high-quality ads on your site is crucial for maintaining a positive user experience and maximizing revenue. Sovrn’s Ad Exchange allows publishers to control which ads appear through various ad blocking tools. This guide explains how to implement and manage ad blocks effectively.
How Ad Blocks Affect Revenue
While ad blocks help filter unwanted ads, excessive or overly broad blocks can significantly reduce demand and impact revenue. Blocking too many ad categories, attributes, or brands may limit the variety of advertisers bidding on your inventory. It’s best to apply blocks strategically, focusing only on truly undesirable ads to maintain a balance between ad quality and earnings.
Available Types of Ad Blocks
Sovrn provides multiple blocking options, allowing you to control which ads appear on your site:
IAB Category Blocks – Restrict ads based on industry-standard content categories.
Specialty Blocks – Exclude niche ad types, such as political or gambling ads.
Attribute Blocks – Block ads with specific characteristics (e.g., autoplay sound, expandable creatives).
URL Blocks – Prevent ads from specific advertiser domains.
Creative ID Blocks – Exclude individual ad creatives by their unique ID.
Brand Blocks – Block ads from specific brands or advertisers.
For a detailed breakdown of these categories, refer to Supported Ad Blocks in Ad Exchange.
Creating Account-Level Ad Blocks
Account-level blocks apply to all sites under your Sovrn account. To set up these blocks:
Log in to the Sovrn Platform and go to the Ad Quality tab.
Click + Block to create a new block.
Under Account, click Get started.
Select the blocks you want to apply under the available tabs.
Click Review and save, then confirm by clicking Save blocks.
To modify an existing account-level block, find the account entry in the Ad Quality table and click the edit icon.
Creating Group Ad Blocks
If you want to apply the same ad blocks across multiple sites, you can use Group Blocks:
In the Ad Quality tab, click + Block.
Under Group, either select an existing group or click Create a new group.
Name the group (e.g., “Tech Blogs” or “News Sites”).
Click Get started, then select the relevant sites in Group details. (Or bulk upload a list of approved sites)
Next choose the ad blocks to apply.
Click Review and save, then Save blocks.
Once saved, the group will appear in the Ad Quality table. You can edit or delete it at any time.
Creating Ad Blocks for Individual Sites
To create ad blocks for a specific site:
In the Ad Quality tab, click + Block.
Under Site, select the site where you want to apply blocks.
Click Get started and choose the ad blocks to apply.
Click Review and save, then Save blocks to confirm.
Applying Bulk Blocks via CSV Upload
For URL, Creative ID, or Brand blocks, you can upload a list in bulk:
Navigate to the Ad Quality tab and click + Block.
Choose whether to apply the block at the Account, Group, or Site level.
Select the relevant block type tab (URL, Creative ID, or Brand).
Download the provided .csv template and fill in the required details.
Upload the completed file by clicking Browse, selecting the file, and clicking Upload blocks.
Review and confirm the blocks by clicking Save blocks.
Removing Ad Blocks
To remove a previously created ad block:
Navigate to the Ad Quality tab in your Sovrn account.
Use the search bar or browse the table displaying all existing blocks.
Locate the block you want to remove and click the trash can icon.
If you need to remove all blocks, click the gear icon in the upper right corner. This will automatically download a backup of your current blocks in case you need to restore them later.
Viewing and Editing Existing Blocks
To review and modify existing ad blocks:
Go to the Ad Quality tab in your Sovrn account.
Use the search bar or apply filters in the top-left corner to find specific blocks by type.
Locate the block you want to update and click the pencil icon to edit it.
Once edited, review your changes and click Save to apply updates.
Troubleshooting Ad Blocks That May Impact Revenue
If you suspect that your ad blocks are affecting revenue, consider making adjustments and monitoring performance. Here’s how to effectively troubleshoot and optimize your blocks:
Review Existing Blocks
Start by examining all active blocks, especially account-level blocks and large group blocks, to identify areas where restrictions can be adjusted. Key opportunities include:
Refining Account-Level Blocks – If you have broad account-level blocks, consider converting them into more targeted group blocks. This can free up supply on certain sites while maintaining restrictions where necessary.
Optimizing Group Blocks – If a group block has an extensive block list, review whether all blocks are necessary. Consider segmenting groups more specifically to allow greater flexibility.
Adjusting Category Blocks – If an entire ad category is blocked, check if a subcategory could be used instead. Alternatively, blocking ads from specific advertisers rather than an entire category may provide better control without over-limiting demand.
Make Changes and Monitor Performance
After adjusting your blocks:
Monitor revenue trends to assess whether changes have a positive impact.
Watch for unwanted ads—if they start appearing, you may need to reinstate some blocks.
FAQ
What ads are already automatically blocked for all publishers?
Certain ad types are automatically restricted across all Sovrn accounts, meaning you do not need to apply additional blocks for these categories. Sovrn proactively blocks ads containing:
Hate speech
Profanity
Violence
Illegal content
For a complete list of globally blocked ads, refer to the Global Blocks section in Supported Ad Blocks in Ad Exchange.
Can I create blocks that are zone (or ad tag) specific?
We do not support zone/ad tag level blocks. We recommend using a site-level block instead.
Need Help?
If you still need help with creating blocks or troubleshooting, please reach out to Sovrn Support.