Often in programmatic advertising we are given or create ourselves approval lists or block lists to implement in our exchange whether that be for bundles/sites, device Ids or even creative ID. Many of our clients will have implemented these in their system. However, should you leave it there? How does this affect your trading and revenues?

In Limelight UI we cater for many lists of various types within the Demand Manager of the UI. You can implement an approval or block list at the individual demand level or you can build entries in the global block lists which will then be applied to all Demand Items. This is an excellent way to optimise the requests and bids within your exchange.

However, it is very important to note that the partners who provided you with items which have been blocked by your system do not know they have been blocked. As such they will continue sending them. Something which is blocked cannot create revenue! It is therefore critical to inform your supply & demand partners of these blocks so they can send you alternative opportunities or bids which can be monetised.

For example, in our last newsletter we talked about the importance of success rate. Creative blocks pay a large part in the management of success rate. However often we can see a creative is 100% non-successful on all supply. In these circumstances it is vital that your demand partner stop sending you bids from this creative so that they may start sending you bids from a creative that will deliver revenue. Communication with the demand partner is not only key but is the only way to improve revenue.

In many cases where a block is in place it is better to not receive the opportunity or bid so something which is approved can replace it. As such when implementing an Approve or a Block list you should also pass this info on to your demand or supply partner and request they also apply them.

If you have any further questions about approval and block lists  please feel free to contact a member of the Limelight Client Success Team.