Contact support
    • Monetization
    • Monetize
    • Monetize with Equativ ad server
    • Traffic direct insertions

    Link and exclude ads

    Table of Contents

    Insertion links Define insertion link Block other placements Edit insertion link Rules for linked insertions Primary and secondary insertions Insertion exclusions Define insertion exclusion Edit insertion exclusion Advertiser exclusions Define advertiser exclusion Exclude IAB Tier 1 advertiser categories Advertiser exclusion examples In-stream video example – direct and programmatic Direct only example In-stream video example – programmatic only Global advertiser exclusivity in video ad breaks

    Insertion links

    With insertion links, you can ensure that creatives from multiple insertions always appear together on the page. When the page loads, either all linked insertions will be displayed on the page's formats or no linked insertion at all. Insertion links require OneCall ad requests. For more information about OneCall, see One call and Standard call compared. 

    Insertion links are not compatible with insertions enabled on multiple formats. For more information, see section "Selection of multiple formats" in Create direct insertion: inventory. 

    Insertion links are compatible with formats having multiple instances: the insertion is shown on all instances of the given format. For more information, see section "Formats" in Create placements.

    To define a link, follow these steps: 

    1. Go to the insertion list of the campaign.
    2. Select the checkbox of the insertions you wish to link.
    3. On the top right side, select Link > Create a link.
    4. Optionally, scroll down and select the Block other placements checkbox. For more information, see section "Block other placements".   
    5. Click Save.
    6. Select the checkboxes next to the linked insertions and click Put online so that the link comes into effect.

    Block other placements

    With the Block other placements option—also known as "takeover"—you can sell one or multiple formats on the page exclusively to an advertiser. The other formats which are not part of the link will remain empty. The Block other placements option is not compatible with insertions enabled on multiple formats. For more information, see section "Selection of multiple formats" in Create direct insertion: inventory. 

    To edit a link, follow these steps:

    1. Go to the insertion list of the campaign.
    2. Locate the LINKS column of the insertion.
    3. Click on the link icon.
    4. On the sidebar, make the desired changes:
      1. Remove insertions from the link using the X button.
      2. Add insertions to the link. Only insertions that are currently not part of a link can be added. 
      3. Click the "..." button to delete the entire link. 

    Rules for linked insertions 

    The following rules apply for linked insertions:

    • An insertion can be in one link only.
    • On a page, there can be multiple groups of linked insertions.
    • Linked insertions must have the same volume, or no volume at all.
    • The following criteria must by identical across all linked insertions:
      • Start date, end date, and custom schedules
      • Targeting criteria
      • Frequency capping criteria
      • Placements (websites/pages/packs), except the format.

    Primary and secondary insertions

    Insertions in a link consist of a primary insertion and one or multiple secondary insertions. The primary insertion is the insertion with the highest priority. Alternatively, the primary insertion is the insertion with the highest insertion ID, if there are multiple insertions with the same priority.

    For the primary insertion, the following rules apply:

    • When the primary insertion is stopped, all the linked insertions are stopped as well.
    • When the primary insertion goes into status Offline, all linked insertions are set to Offline as well.
    • When the primary insertion goes into status Online, all linked insertions are set to Online as well.

    The following table describes some conditions and the resulting behavior:

    Condition Result
    A secondary insertion ends before the primary insertion due to different end date or achieved volume. The other insertions keep running. This is equivalent to removing one insertion from the link.
    Primary and secondary insertions have different placements. The user interface will remove the pages where both formats are not present.
    Primary and secondary insertions have the same placements but the formats are not available on the same pages. When putting online, the pages where the format is not present are removed. However, this is done for each insertion individually, without taking the link into account. Thus, the link will not work correctly.
    Primary insertion and secondary insertions have different targeting criteria. The link will not work correctly.
    Primary insertion and secondary insertions have different scheduling (custom schedules). The secondary insertion's scheduling is ignored. The primary insertion rules delivery.
    The linked insertions have different frequency capping criteria. The link will not work if one of the insertion is capped but not the other ones.
    The primary insertion stops before the secondary insertions due to different end date or achieved volume. The secondary insertions are stopped automatically when the primary insertion stops.

    Insertion exclusions

    Comparison OneCall tagging vs. Standard tagging. 

    Insertion exclusions are not compatible with insertions enabled on multiple formats. For more information, see section "Selection of multiple formats" in Create direct insertion: inventory.

    Define insertion exclusion

    To define an exclusion, follow these steps: 

    1. Go to the insertion list of the campaign.
    2. Select the checkbox of the insertions you wish to exclude.
    3. On the top right side, select Link > Create an exclusion.
    4. Select New exclusion to create a new exclusion with the selected insertions.
    5. Alternatively, select Select exclusion to add the selected insertions to an existing exclusion.
    6. Click Save.
    7. Select the checkboxes next to the excluded insertions and click Put online so that the exclusion comes into effect.

    Edit insertion exclusion 

    Proceed as follows to edit an insertion exclusion:

    1. Go to the insertion list of the campaign.
    2. Locate the LINKS column of the insertion.
    3. Click on the exclusion icon.
    4. On the sidebar, make the desired changes:
      1. Remove insertions from the exclusion using the X button.
      2. Add insertions to the exclusion. Only insertions that are currently not part of an exclusion can be added. 
      3. Click the "..." button to delete the entire exclusion.

    Advertiser exclusions 

    With advertiser exclusions, you can ensure that ads from insertions under different advertisers never appear together on the page or—in case of in-stream video ads—never appear in the same in-stream video ad break.

    Advertiser exclusions require OneCall ad requests. For more information about OneCall, see One call and Standard call compared.

    Advertiser exclusions are not compatible with group volumes. If you have to combine group volumes and advertiser exclusions, you can create an insertion exclusion as a workaround, as explained in section "Insertion exclusions" earlier in this document.

    Define advertiser exclusion

    To define an advertiser exclusion, follow these steps: 

    1. Go to Campaigns > Links, exclusions and shared frequency cappings.
    2. Click Advertiser exclusions.
    3. Click the "+" icon.
    4. Define a Name for the advertiser exclusion.
    5. Add the Advertisers to be excluded. Only add advertisers with direct campaigns. Don't add advertisers that have RTB insertions.
      If you select an advertiser that is already selected in another exclusion, the advertiser will be removed from the other exclusion and reassigned to this exclusion.
    6. Optionally, add one or more IAB Tier 1 advertiser categories (for programmatic in-stream video ads only) in the Categories field. For more details, see section “Exclude IAB Tier 1 advertiser categories”, later in this document.
    7. Click Save.

    Exclude IAB Tier 1 advertiser categories

    In the Categories field, you can exclude one or more IAB Tier 1 advertiser categories. These exclusions only apply to programmatic in-stream video ads.

    To report on programmatic in-stream video ads that were blocked to enforce the advertiser exclusion, see section “Reporting” in Set global advertiser exclusivity in video ad breaks.

    Advertiser exclusion examples

    In-stream video example – direct and programmatic

    The example shown in the following screenshot ensures that Automotive ads of the direct advertisers BMW, Mercedes and programmatic Automotive ads don't appear in the same video ad break. The category exclusion applies only to programmatic in-stream video ads. 

    Direct only example

    The example shown in the following screenshot ensures that ads of the direct advertisers DHL and UPS don't appear in the same ad break. Note that it is still possible that a programmatic ad of a competitor (e. g. FedEx) is displayed along with one of the direct advertisers in the same ad break. 

    In-stream video example – programmatic only

    The example shown in the following screenshot ensures that programmatic in-stream video Sports ads (Nike, adidas etc.) don't appear in the same ad break. Note that it is still possible that a direct Sports ad of a competitor is displayed with one of the programmatic Sports advertisers. 

     

    Global advertiser exclusivity in video ad breaks

    In addition to the advertiser exclusions mentioned earlier, you can also set a global advertiser exclusivity for programmatic in-stream video ads that applies to any programmatic advertiser category. For more information, see Set global advertiser exclusivity in video ad breaks.

    RELATED ARTICLES