Blocklists provide publishers with the ability to restrict demand (ads) on supply globally or at a website/app level.

Create Blocklist

As a publisher, you can:

  • Name the blocklist.

  • Choose whether the blocklist should be enforced globally or not. Note that the Supply section will appear for any blocklist when it has not been enabled globally.

  • Set the active or inactive state of the blocklist prior to creating and saving.

Supply Definition

A supply definition defines which websites/apps the blocklist will be enforced against. This allows you to easily control which demand is appearing on your website/app.

As a publisher, when defining a Supply group for your blocklist you can choose which site this blocklist will be enforced on.

Demand Definition

A demand definition contains all the publisher-specified blocking criteria used to determine which ads to serve on the website or app.

As a publisher, when selecting demand attributes for your blocklist you can block ads based on:

  • Keyword: Ads containing any of these text terms.

  • Advertiser Domain: Ads originating from these domains.

  • iOS App ID: Apps matching this ID.

  • Android App ID: Apps matching this ID.

  • App Store Publisher: All apps from this publisher in the app store.

  • App Store Category: Apps matching the app store category.

  • IAB Category: Ads categorized under the selected categories.






Rumors, Scandal, Sex

Any search terms

Advertiser Domain,

Domain & subdomains

IAB Category

Illegal Content, Profane Content

Category list

iOS App Id


Android App Id


App Store Publisher

Adobe-lightroom, Nextdoor

App Store Category

Trivia, Entertainment

How Keywords are applied by serving

  • Title, Headline, Description of Native creatives are scanned for keywords. Note that additional assets (for example, carousel) are also scanned. Post-tap formats, however, are not included.

  • Matching is case-sensitive.

  • There is a maximum of 10,000 keywords.

  • There are two types of keywords that are toggled on the presence of the special * character inside the keyword string.

  • Apart from escaping special regular character expressions, additional validation to keyword strings is not performed.

  • There is not limitation on characters sets that are used, so non-ascii characters are supported.

Keywords with *

When this type of keyword is processed by serving, any instance of [*] is converted to [.*]. That means, it will match literally anything in place of the [*] character.



Does not match


‘gun control’, ‘waterguns are really fun, do not control them’

strings without ‘gun’ and ‘control’ in them, in this order


‘AOL’, ‘aol’, ‘goal’, ‘haole’

strings without ‘aol’ in them


‘the dog plays in the yard’, ‘the doggie plays in the yard’

strings without ‘dog’ in them

Keywords without *

When this type of keyword is processed by serving, the value is wrapped in [backward-slash b]. That means, it will only match creatives where the keyword value is present and starts and ends at a word boundary.



Does not match

gun control

‘gun control’

‘waterguns are really fun, do not control them’


‘AOL’, ‘aol’

‘goal’, ‘haole’


‘the dog plays in the yard’

‘the doggie plays in the yard’