Playbook: build a creative blocklist that doesn't nuke revenue

Playbook: build a creative blocklist that doesn't nuke revenue
Watching: overbroad category blocks at the network root quietly suppress eligible demand.

— Block at the advertiser/brand level first, category only when forced
— Use sensitive-category controls per ad unit, not network-wide
— Whitelist known-good advertisers exempt from category sweeps
— Log every block with a reason so you can reverse stale ones
— Review the list quarterly — old blocks outlive their cause

Impact: a bloated blocklist costs more in lost bids than it saves in brand safety. sourced