How do I block specific ad categories?

Block ads by category (IAB codes), by demand partner, or by advertiser domain from the Block Rules settings page — with important caveats about revenue impact and category detection accuracy.

You can block specific ad categories, demand partners (DSPs), or advertiser domains from appearing on your site. These controls are available on a per-site basis in the Advlume dashboard.

Types of blocking

Ad category blocking

Block creatives from entire ad categories — for example, gambling, alcohol, political advertising, or competitive brand categories. Category blocking uses IAB content category codes and is applied during the Prebid bid request (eligible categories are excluded from the request) and at the GAM level for AdX demand.

Demand source (DSP) blocking

Disable a specific demand partner entirely for a site. When a DSP is blocked, they are removed from the Prebid ad unit configuration and will not receive bid requests. This is useful if you have a contractual reason to exclude a specific partner.

Advertiser domain blocking

Block creatives from specific advertiser domains (e.g. competitor.com). This prevents ads from a particular brand or company from appearing on your site. Domain blocks are applied at the GAM level and propagate to AdX demand.

How to set up block rules

Go to Dashboard → [site name] → Settings → Block Rules.
Click Add Rule.
Select the rule type: Ad Category, Demand Source, or Advertiser Domain.
Enter the value (category code, DSP name, or advertiser domain).
Save. The updated config is pushed to the CDN within a few minutes.

Important caveats

Blocking reduces revenue. Every blocked category or demand source reduces competition in your auctions. Only block categories or partners that you have a genuine need to exclude.
Category blocking is not 100% reliable. Not all creatives are accurately categorised by DSPs. Some ads may slip through if they are miscategorised at the source. For compliance-critical blocking (e.g. gambling on a children's site), contact your account manager for stricter enforcement options.
Domain blocking does not affect Prebid demand. Prebid bidders typically don't report advertiser domains at bid request time. Domain blocking primarily works against AdX/GAM demand where creative attributes are known.