{"id":12110,"date":"2019-07-29T12:23:36","date_gmt":"2019-07-29T17:23:36","guid":{"rendered":"https:\/\/www.mediavine.com\/?p=12110"},"modified":"2023-09-01T11:13:47","modified_gmt":"2023-09-01T16:13:47","slug":"ad-category-opt-outs","status":"publish","type":"post","link":"https:\/\/www.mediavine.com\/blog\/ad-category-opt-outs\/","title":{"rendered":"Ad Category Opt Outs: Use with Caution \u2014 Opt in to Increase RPM"},"content":{"rendered":"\r\n<div class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:0;padding-top:0;padding-bottom:0\">\r\n<article class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-bottom:0\">\r\n<section class=\"wp-block-group alignfull is-style-beige has-global-padding is-layout-constrained wp-container-core-group-is-layout-772205c6 wp-block-group-is-layout-constrained is-style-beige--1\" style=\"padding-top:var(--wp--preset--spacing--50)\">\r\n<header class=\"wp-block-group c-breadcrumbs aligngrid has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-61973aa6 wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:0\">\r\n<header class=\"wp-block-group aligngrid is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-d68226ec wp-block-group-is-layout-flex\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--30)\">\r\n<figure class=\"wp-block-image size-large is-resized\" style=\"margin-bottom:5px\"><img decoding=\"async\" src=\"https:\/\/mediavine-dev.d1.moderntribe.qa\/wp-content\/uploads\/2025\/10\/chevron-left2.svg\" alt=\"\" class=\"wp-image-542\" style=\"aspect-ratio:9\/16;object-fit:contain;width:auto;height:20px\"\/><\/figure>\r\n\r\n\r\n\r\n<p class=\"is-style-small is-style-small--2\"><a href=\"\/blog\/\">Back to Blog<\/a><\/p>\r\n<\/header>\r\n\r\n\r\n\r\n<hr class=\"wp-block-separator has-alpha-channel-opacity aligngrid\" style=\"margin-top:0;margin-bottom:0\"\/>\r\n<\/header>\r\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group alignfull is-style-default has-neutral-20-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-bottom:var(--wp--preset--spacing--70);padding-top:var(--wp--preset--spacing--40);padding-bottom:var(--wp--preset--spacing--60)\"><div class=\"aligncenter aligncenter wp-block-tribe-terms\"><ul class=\"wp-block-tribe-terms__list\"><li class=\"wp-block-tribe-terms__term\"><span class=\"wp-block-tribe-terms__link t-category\">Advertising<\/span><\/li><\/ul><\/div>\r\n\r\n<h1 style=\"margin-top:var(--wp--preset--spacing--10);\" class=\"has-text-align-center wp-block-post-title\">Ad Category Opt Outs: Use with Caution \u2014 Opt in to Increase RPM<\/h1>\r\n\r\n\r\n<div class=\"wp-block-group is-content-justification-center is-nowrap is-layout-flex wp-container-core-group-is-layout-9b38c6d9 wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--30);margin-bottom:0;padding-top:0;padding-bottom:0\"><div style=\"margin-bottom:0;margin-top:0;margin-left:0;margin-right:0;\" class=\"has-text-align-center wp-block-post-author-name\">Eric Hochberger<\/div>\r\n\r\n\r\n<p>\u2022<\/p>\r\n\r\n\r\n<div style=\"padding-top:0;padding-bottom:0;padding-left:0;padding-right:0;margin-top:0;margin-bottom:0;margin-left:0;margin-right:0;\" class=\"has-text-align-center wp-block-post-date has-10-font-size\"><time datetime=\"2019-07-29T12:23:36-05:00\">July 29, 2019<\/time><\/div><\/div>\r\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-bottom:0\">\n<p>Mediavine has always been obsessed with <a href=\"https:\/\/www.mediavine.com\/mediavine-ad-quality-matters\/\">ad quality<\/a>.<\/p>\n\n\n\n<p>After all, a single negative ad experience can ruin a user&#8217;s visit to your website, impacting both your short-term revenue and long-term growth potential.<\/p>\n\n\n\n<p>We also recognize that when you represent more than 10,000 independent publishers, their interpretations of what constitutes &#8220;ad quality&#8221; are likely to vary.<\/p>\n\n\n\n<p>Obviously, the <em>really<\/em> awful ads should always be stopped \u2014 malware, pop-ups, mobile app store redirects, etc. Everyone agrees on this, and we block these by default.<\/p>\n\n\n\n<p>Beyond these default bans, however, publishers may want to go a step further in controlling ad experiences. That\u2019s why we want to talk about a Mediavine exclusive feature:<\/p>\n\n\n\n<p>The ability to <strong>opt out of ad categories directly in your dashboard<\/strong>.<\/p>\n\n\n\n<div class=\"video-responsive\"><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/w-8rMiKWop4\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-are-ad-categories\">What are ad categories?<\/h2>\n\n\n\n<p>When we say ad categories, we\u2019re referring to the \u201ccontent category\u201d of that ad, or what it&#8217;s about.<\/p>\n\n\n\n<p>Some common examples of more controversial ad categories that publishers may wish to block are political ads, gambling, alcohol or ads about guns and firearms.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"735\" height=\"490\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/11\/woman-smartphone-735x490.jpg\" alt=\"A woman using a smart phone.\" class=\"wp-image-8439\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/11\/woman-smartphone-735x490.jpg 735w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/11\/woman-smartphone-441x294.jpg 441w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/11\/woman-smartphone-768x512.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/11\/woman-smartphone-690x460.jpg 690w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/11\/woman-smartphone.jpg 800w\" sizes=\"auto, (max-width: 735px) 100vw, 735px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-how-do-ad-category-opt-outs-work\">How do ad category opt outs work?<\/h2>\n\n\n\n<p>Each ad is mapped to one or more category determined by the IAB (<a href=\"https:\/\/www.iab.com\/\">Internet Advertising Bureau<\/a>).<\/p>\n\n\n\n<p>The IAB is basically the self-regulating body of our industry, and it has established a set of categories within which advertisers can categorize their ad content.<\/p>\n\n\n\n<p>For example, if someone is running a political ad, they can mark it as such.<\/p>\n\n\n\n<p>The IAB also runs a spec known as OpenRTB. This is used for bid requests so that when a request is made during the auction, there\u2019s a slot to specify categories you want blocked.<\/p>\n\n\n\n<p>That\u2019s known as the \u201cbcat\u201d or blocked category.<\/p>\n\n\n\n<p>Acronyms and ad tech jargon, we know. The long and short of it is that this is all going on behind the scenes to nix the categories you&#8217;re selecting to block.<\/p>\n\n\n\n<p>So why is that important?<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-but-i-blocked-political-ads-and-i-still-saw-one\">&#8220;But &#8230; I blocked political ads and I still saw one!&#8221;<\/h2>\n\n\n\n<p>We know this is confusing, but it&#8217;s important to note that the request to block ads actually falls on the advertising side, or <a href=\"https:\/\/www.mediavine.com\/what-is-a-dsp\/\">Demand Side Platform (DSP)<\/a>, to enforce.<\/p>\n\n\n\n<p>We tell our <a href=\"https:\/\/www.mediavine.com\/what-is-an-ssp\/\">SSPs<\/a>, the Supple Side Platforms we work directly with, to block certain categories for your sites. They in turn pass that on to the DSPs. But ultimately, if the DSPs send back a political ad that wasn\u2019t marked as political, it will come through the exchange.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"735\" height=\"1103\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/11\/man-using-smartphone-735x1103.jpg\" alt=\"A man using a smart phone.\" class=\"wp-image-8438\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/11\/man-using-smartphone-735x1103.jpg 735w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/11\/man-using-smartphone-200x300.jpg 200w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/11\/man-using-smartphone-768x1152.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/11\/man-using-smartphone-307x460.jpg 307w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/11\/man-using-smartphone.jpg 800w\" sizes=\"auto, (max-width: 735px) 100vw, 735px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-enter-mediavine-ad-reporter\">Enter Mediavine Ad Reporter!<\/h2>\n\n\n\n<p>Despite these preventative measures, there will be occasional ads that are classified incorrectly by mistake \u2014 or even on purpose by a nefarious party looking to sneak them through.<\/p>\n\n\n\n<p>The <a href=\"https:\/\/www.mediavine.com\/mediavine-ad-reporter\/\">Mediavine Ad Reporter<\/a>&nbsp;was designed for exactly this scenario.<\/p>\n\n\n\n<p>Under each ad unit on Mediavine-managed sites, you\u2019ll see our logo. Just click that button, authenticate you\u2019re a Mediavine publisher, and report that sucker.<\/p>\n\n\n\n<p>This instantly lets us know that a miscategorized ad is on your site. Our real life humans, led by <a href=\"https:\/\/www.mediavine.com\/author\/brad\/\">Brad from the Internet<\/a>, will see that report and get our ad partners to remove it.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-which-categories-should-you-block\">Which categories should you block?<\/h2>\n\n\n\n<p>Ideally, as few as possible.<\/p>\n\n\n\n<p>We realize the irony of that statement, given that we&#8217;re talking about an exclusive tool enabling you to do so. But remember, blocking categories comes at a literal price.<\/p>\n\n\n\n<p>Each category you negate from the auction means fewer bids, decreased competition and a lower \u201cclearing price\u201d \u2014 or your website&#8217;s CPM.<\/p>\n\n\n\n<p>Think of it with this hypothetical: You elect to block politics as a category. A political advertiser was willing to bid at a $4.00 CPM but now cannot do so.<\/p>\n\n\n\n<p>Your next highest bid for that unit was $3.00 from a non-political advertiser, meaning you&#8217;ve just lowered your CPM by $1.00, or 25 percent, in that auction.<\/p>\n\n\n\n<p>Maybe you find certain ads so unpleasant that it&#8217;s worth it to you, but when you\u2019re blocking entire categories, it will likely lower your CPM and therefore your RPM, too.<\/p>\n\n\n\n<p>The ad categories we\u2019ve seen have the biggest impact on RPM include \u2014 you guessed it \u2014 politics, pharmaceutical drugs, alcohol, tobacco and gambling.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"735\" height=\"519\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/03\/blog-design-735x519.jpg\" alt=\"A woman sits with a laptop computer in her lap.\" class=\"wp-image-10413\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/03\/blog-design.jpg 735w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/03\/blog-design-425x300.jpg 425w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/03\/blog-design-651x460.jpg 651w\" sizes=\"auto, (max-width: 735px) 100vw, 735px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-but-i-don-t-support-insert-brand-or-political-candidate-here\">&#8220;But I don\u2019t support [insert BRAND or POLITICAL CANDIDATE here]!&#8221;<\/h2>\n\n\n\n<p>Totally. We get it. But that\u2019s not always how <a href=\"https:\/\/www.mediavine.com\/what-is-programmatic-advertising\/\">programmatic advertising<\/a> works. Remember, brands are targeting your <em><strong>audience<\/strong><\/em> even more than your content.<\/p>\n\n\n\n<p>Advertisers purchase ads to target the <em><strong>user<\/strong><\/em>.<\/p>\n\n\n\n<p>As long as the site displaying the ads is considered &#8220;brand safe,&#8221; the advertiser may not be that concerned about the content.<\/p>\n\n\n\n<p>Another hypothetical: If someone receives an ad for Round-Up, it\u2019s not necessarily because you talk about gardening. It&#8217;s probably based on that specific visitor.<\/p>\n\n\n\n<p>Before you block \u201cWeed &amp; Pest Control,\u201d remember that this ad likely appeared because that user is researching the product. Other people will see different ads.<\/p>\n\n\n\n<p>Blocking categories that your content is related to will have an impact as well.<\/p>\n\n\n\n<p>Visitors to the hypothetical gardening site will be the very audience that Round-Up is likely to target, regardless of the website&#8217;s stance on the product. In such cases, blocking ad categories as a means of sticking it to Round-Up may achieve little beyond limiting your own earnings.<\/p>\n\n\n\n<p>The same goes for food and drink categories.<\/p>\n\n\n\n<p>If you\u2019re writing about food, don\u2019t stress about smaller food categories. Just because you blog about a gluten-free lifestyle doesn&#8217;t necessarily mean you should block all cereals.<\/p>\n\n\n\n<p>Those advertisers know who they\u2019re trying to target; they won\u2019t be serving ads to gluten-free users if those individuals truly would never buy their product.<\/p>\n\n\n\n<p>Programmatic advertising isn&#8217;t perfect, but it&#8217;s quite effective at pairing advertisements with target audiences. It\u2019s also important to note that readers are pretty sophisticated as well.<\/p>\n\n\n\n<p>These days, the majority of users are likely web-savvy enough to recognize that the same display ads appear across many sites and are not specifically endorsed by each publisher.<\/p>\n\n\n\n<p>So if a political ad appears it\u2019s because a candidate or party thinks there&#8217;s a potential voter to target \u2014 at the risk of sounding like a broken record, these ads are served based on <em>users<\/em>.<\/p>\n\n\n\n<p>Even if you loathe a particular candidate, die-hard supporters or undecided voters from swing states might be reading your blog. Think twice before turning away big Super PAC bucks.<\/p>\n\n\n\n<p>In summation, the ads you&#8217;re seeing are not the same ads your audience is seeing. Everyone gets a different ad experience based on their unique profile.<\/p>\n\n\n\n<p>Personalized advertisements are what delivers a better experience for users, advertisers and publishers alike. We&#8217;ve put the ability to regulate and limit ad categories in your hands, but remember to consider the broader advertising ecosystem and use this option wisely.<\/p>\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:0\">\r\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-09aec4f2 wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--40);padding-top:var(--wp--preset--spacing--50);padding-right:0;padding-bottom:var(--wp--preset--spacing--60)\">\r\n<p class=\"is-style-small is-style-small--3\">About the author<\/p>\r\n\r\n\r\n<div style=\"margin-top:var(--wp--preset--spacing--20);\" class=\"wp-block-post-author\"><div class=\"wp-block-post-author__avatar\"><img alt='' src='https:\/\/secure.gravatar.com\/avatar\/152dc08941c75895b80ffc4d0f79236a870658434ec66e25f227ffe962e70114?s=96&#038;d=blank&#038;r=g' srcset='https:\/\/secure.gravatar.com\/avatar\/152dc08941c75895b80ffc4d0f79236a870658434ec66e25f227ffe962e70114?s=192&#038;d=blank&#038;r=g 2x' class='avatar avatar-96 photo' height='96' width='96' \/><\/div><div class=\"wp-block-post-author__content\"><p class=\"wp-block-post-author__name\"><a href=\"https:\/\/www.mediavine.com\/blog\/author\/eric\/\" target=\"_self\">Eric Hochberger<\/a><\/p><p class=\"wp-block-post-author__bio\"><\/p><\/div><\/div><\/div>\r\n\r\n\r\n\r\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-7c04bf6b wp-block-group-is-layout-constrained\" style=\"margin-top:0\">\r\n<p class=\"is-style-small is-style-small--4\">Share this page<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-outermost-social-sharing has-normal-icon-size has-icon-color is-style-logos-only 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style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0;padding-top:var(--wp--preset--spacing--60);padding-bottom:var(--wp--preset--spacing--50);--tribe-animation-speed:0.6s;--tribe-animation-offset:50px;--tribe-animation-delay:0s;--tribe-animation-easing:var(--easing--ease-out-sine)\">\r\n<h2 class=\"wp-block-heading is-style-small is-style-small--5\" id=\"h-related-posts\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--40)\">Related Posts<\/h2>\r\n\r\n\r\n<div style=\"margin-bottom:0;\" class=\"b-related-posts b-related-posts--layout-grid  wp-block-tribe-related-posts\">\n\t\t\t\t\t<article class=\"c-post-card c-post-card__layout-vertical\">\n\t<div class=\"c-post-card__inner\">\n\t\t\t\t\t<div class=\"c-post-card__image aspect-ratio-cover aspect-ratio-3-2\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-1024x576.png\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-1024x576.png 1024w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-320x180.png 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-768x432.png 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-1536x864.png 1536w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-680x383.png 680w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-1280x720.png 1280w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image.png 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/>\t\t\t<\/div>\n\t\t\t\t<div class=\"c-post-card__content\">\n\t\t\t\t\t\t\t<p class=\"c-post-card__primary-category t-category\">Advertising<\/p>\n\t\t\t\t\t\t<h3 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If you\u2019ve ever looked at your dashboard and thought, \u201cWhat just happened?\u201d You\u2019re not alone. eCPMs move seasonally. Sometimes dramatically. 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For many publishers, it\u2019s the quarter where eCPMs cool off, dashboards look less exciting, and questions start popping up fast. Is something wrong? Did I miss something? Should I be worried? Short answer: probably not. 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And Mediavine\u2019s proprietary&#8230;<\/p>\n\t\t\t<\/div>\n\t<a href=\"https:\/\/www.mediavine.com\/blog\/future-of-digital-advertising\/\" class=\"c-post-card__link-overlay\" aria-label=\"Read more about The Future of Digital Advertising: Fewer Ads. Bigger Returns\"><\/a>\n<\/article>\n\t<\/div>\n<\/aside>\r\n<\/div>\r\n","protected":false},"excerpt":{"rendered":"<p>Back to Blog \u2022 Mediavine has always been obsessed with ad quality. After all, a single negative ad experience can ruin a user&#8217;s visit to your website, impacting both your short-term revenue and long-term growth potential. We also recognize that when you represent more than 10,000 independent publishers, their interpretations of what constitutes &#8220;ad quality&#8221;&#8230;<\/p>\n","protected":false},"author":5,"featured_media":21686,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_searchwp_excluded":"","footnotes":""},"categories":[112,14,75],"tags":[],"audience_post":[],"class_list":["post-12110","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ad-settings","category-advertising","category-increasing-rpm"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.1.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Ad Category Opt Outs: Use with Caution \u2014 Opt in to Increase RPM - Mediavine<\/title>\n<meta name=\"description\" content=\"Publishers may want to further control ad experiences. 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