{"id":17282,"date":"2020-10-20T11:31:11","date_gmt":"2020-10-20T06:01:11","guid":{"rendered":"https:\/\/www.adpushup.com\/blog\/?p=17282"},"modified":"2022-03-13T14:01:13","modified_gmt":"2022-03-13T08:31:13","slug":"shadow-blocklists-hurting-publisher-revenue","status":"publish","type":"post","link":"https:\/\/www.adpushup.com\/blog\/shadow-blocklists-hurting-publisher-revenue\/","title":{"rendered":"What are Shadow Blocklists? How to Prevent Them from Hurting Revenue?","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p>For a long time, publishers had been oblivious of shadow blocklists and how they can temporarily terminate <a href=\"https:\/\/www.adpushup.com\/blog\/a-guide-to-programmatic-buying\/\" target=\"_blank\" rel=\"noreferrer noopener\">programmatic buying<\/a> on your website.&nbsp;<\/p>\n\n\n\n<p>Even now, it\u2019s not a well-known term but shadow blocklisting can seriously impact publisher revenue.&nbsp;<\/p>\n\n\n\n<p>Shadow blocklists were briefly highlighted in the industry when <a href=\"https:\/\/www.adexchanger.com\/publishers\/how-the-tech-site-xda-developers-solved-the-mystery-of-the-shadow-blocklist-and-got-its-ad-revenue-back\/\" target=\"_blank\" rel=\"noreferrer noopener\">XDA developers<\/a>, a 17-year old website targeting mobile software developers\u2019 community, registered a 30 per cent drop in its ad revenues in October last year.&nbsp;<\/p>\n\n\n\n<p>They couldn\u2019t figure the problem out as the website was a serial leader in creating quality content.&nbsp;<\/p>\n\n\n\n<p>Eventually, they understood that Google\u2019s demand-side platform (DSP) DV360 had stopped buying. This probably happened due to the <a href=\"https:\/\/www.adpushup.com\/blog\/we-found-some-policy-violations-on-your-site\/\" target=\"_blank\" rel=\"noreferrer noopener\">site-level policy violations<\/a> that their ad management company had been receiving.&nbsp;<\/p>\n\n\n\n<p>XDA had been, in all probability, put on what is referred to as a \u2018shadow blocklist\u2019.&nbsp;<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_79_2 counter-flat ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents:<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.adpushup.com\/blog\/shadow-blocklists-hurting-publisher-revenue\/#Whats_a_Shadow_Blocklist_How_Do_You_Get_Listed_There\" >What\u2019s a Shadow Blocklist? How Do You Get Listed There?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.adpushup.com\/blog\/shadow-blocklists-hurting-publisher-revenue\/#How_Can_Publishers_Avoid_Shadow_Blocklisting\" >How Can Publishers Avoid Shadow Blocklisting?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.adpushup.com\/blog\/shadow-blocklists-hurting-publisher-revenue\/#How_Can_Publishers_Avoid_Getting_Shadow_Blocklisted\" >How Can Publishers Avoid Getting Shadow Blocklisted?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.adpushup.com\/blog\/shadow-blocklists-hurting-publisher-revenue\/#Final_Thoughts\" >Final Thoughts<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Whats_a_Shadow_Blocklist_How_Do_You_Get_Listed_There\"><\/span>What\u2019s a Shadow Blocklist? How Do You Get Listed There?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Skirting around with demand-side rules is the top reason why publishers land in the shadow blocklist.&nbsp;<\/p>\n\n\n\n<p>It\u2019s a term that finds no mention in guidelines and isn\u2019t literally a list. It is more of a condition where buyers simply stop bidding on a site.&nbsp;<\/p>\n\n\n\n<p>Because this happens without prior information, the publishers have no clue of what went wrong and what needs to be corrected.&nbsp;<\/p>\n\n\n\n<p>In the case of XDA, it took six months of trial and error to get back to normal. In many ways, it is akin to buyers ghosting publishers &#8211; distancing and disconnecting without ever telling them why. The impact is sudden and palpable if a DSP as big as Google\u2019s DV360 stops buying.&nbsp;<\/p>\n\n\n\n<p>Enough has been written about the XDA issue and how it went back to normal. But, notably, there isn\u2019t a conclusive report on what actually went wrong.<\/p>\n\n\n\n<p>So how do you avoid taking a hit on your ad revenues because of shadow blocklisting. We\u2019ll get to it soon. If a site as popular as XDA with monthly visits of around 25 million isn\u2019t immune to it, chances are no other publisher is.&nbsp;<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"How_Can_Publishers_Avoid_Shadow_Blocklisting\"><\/span>How Can Publishers Avoid Shadow Blocklisting?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>First things first, publishers need to remember that <a href=\"https:\/\/www.adpushup.com\/blog\/what-is-demand-side-platform\/\" target=\"_blank\" rel=\"noreferrer noopener\">demand-side platforms<\/a> will never inform them about what went wrong.&nbsp;<\/p>\n\n\n\n<p>One reason for this could be the gap between publishers and DSPs. The other reason could be tech giants not willing to reveal how their algorithms work. It does not seem unfair either because publicly disclosing algorithms will make them vulnerable to bad actors.&nbsp;<\/p>\n\n\n\n<p>As a publisher, you need to be sure that you aren\u2019t indulging in practices that are in contravention of the policies laid out by the DSP. If you are found unfairly winning ad revenues, you run a real risk of being shadow blocklisted.<\/p>\n\n\n\n<p>Additionally, always keep a tab on notices for violations concerning content that could be termed objectionable. If you have an agency handling ad management for you, make sure they are cognizant about it. Notices consistently not being acted upon by the publishers, can lead to DSPs taking action that may come off as a rude shock to your ad revenue stream.&nbsp;<\/p>\n\n\n\n<p><strong>Also Read<\/strong>: <a href=\"https:\/\/www.adpushup.com\/blog\/prevent-google-ad-manager-policy-violations\/\" target=\"_blank\" rel=\"noreferrer noopener\">Policy Violations in Google Ad Manager: How to Prevent and Resolve<\/a><\/p>\n\n\n\n<p>Violations in case of XDA were mostly on account of dead hyperlinks and user-generated content. As the site forums and news articles shared the same URL, content posted by users on forums exposed those pages to violations. Using separate URLs from the beginning would have helped them avoid the problem. Other publishers have an important lesson here on structuring their sites right to avoid such problems in the future.<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"How_Can_Publishers_Avoid_Getting_Shadow_Blocklisted\"><\/span>How Can Publishers Avoid Getting Shadow Blocklisted?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>There are a variety of things publishers can do, but the foremost that we recommend is partnering with an authentic ad tech partner. Publishers often make the choice based on their inventory requirements. That is absolutely the right approach but if an ad tech partner lacks immediate tech support and conversation is often one-sided, that is a massive red flag for any publisher.&nbsp;<\/p>\n\n\n\n<p>Here are some additional tips that will help publishers in losing out on ad revenue due to shadow blocklisting:<\/p>\n\n\n\n<ul><li><strong>SEO Expert<\/strong>: Constantly keep track of any link-based changes on your website. Publishers can partner with any SEO expert who will alert them about dead, broken links. This will help them avoid any policy violations.&nbsp;<\/li><li><strong>Bot Traffic<\/strong>: Analyze the kind of traffic coming to your website. See if you have an influx of <a href=\"https:\/\/www.adpushup.com\/blog\/identify-bot-traffic\/\" target=\"_blank\" rel=\"noreferrer noopener\">bot<\/a> or <a href=\"https:\/\/www.adpushup.com\/blog\/prevent-invalid-traffic\/\" target=\"_blank\" rel=\"noreferrer noopener\">invalid traffic<\/a>. If you find anything unusual, fix it by blocking the unwanted traffic.<\/li><li><strong>Click Spam<\/strong>: Run a check to ensure your site does not have issues around click spam, or where users could accidentally click on an ad. Make necessary changes to the ad format and\/or layout, as may be required. We encourage publishers to outsource this service for regular audits, hence getting the most out of the ads on your website.<\/li><li><strong>Mobile-first Environment<\/strong>: More and more people are actively using their cellphones to browse the internet owing to convenience and portability. If you aren\u2019t optimizing your website for mobile, you are definitely missing out. Ensure that you have a fully responsive mobile site and are serving <a href=\"https:\/\/www.adpushup.com\/blog\/the-new-rules-of-mobile-web-monetization\/\" target=\"_blank\" rel=\"noreferrer noopener\">different ad sizes and formats<\/a> on desktop and mobile.&nbsp;<\/li><li>If nothing works, see how things look to the buyer on the affected DSP. For example, when XDA contacted a new ad management company to analyze what went wrong, they found out that DSPs couldn\u2019t bid on 90% of their website inventory.&nbsp;<\/li><\/ul>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"Final_Thoughts\"><\/span>Final Thoughts<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Sometimes, certain issues such as shadow blocklists can get easily ignored by publishers. There are so many different kinds of optimizations that publishers and their ad ops team handle. It is understandable that issues such as shadow blocklisting take a backseat.&nbsp;<\/p>\n\n\n\n<p>But unfortunately, shadow blocklisting is like a tsunami. It hits without warning or notice, immediately, and wipes away all the other progress made. This is why, we recommend publishers to consistently focus on every little thing that matters, including the small fish in the sea which might not help them increase revenue but will help them prevent any revenue from being lost.<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>For a long time, publishers had been oblivious of shadow blocklists and how they can temporarily terminate programmatic buying on your website.&nbsp; Even now, it\u2019s not a well-known term but shadow blocklisting can seriously impact publisher revenue.&nbsp; Shadow blocklists were briefly highlighted in the industry when XDA developers, a 17-year old website targeting mobile software<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":18,"featured_media":17286,"comment_status":"open","ping_status":"close","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"apple_news_api_created_at":"","apple_news_api_id":"","apple_news_api_modified_at":"","apple_news_api_revision":"","apple_news_api_share_url":"","apple_news_coverimage":0,"apple_news_coverimage_caption":"","apple_news_is_hidden":false,"apple_news_is_paid":false,"apple_news_is_preview":false,"apple_news_is_sponsored":false,"apple_news_maturity_rating":"","apple_news_metadata":"\"\"","apple_news_pullquote":"","apple_news_pullquote_position":"","apple_news_slug":"","apple_news_sections":"\"\""},"categories":[6438],"tags":[6422],"apple_news_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v18.5 (Yoast SEO v18.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Shadow Blocklists: How to Get Your Ad Revenue Back<\/title>\n<meta name=\"description\" content=\"Shadow blocklists are algorithms used by advertisers to stop bidding on a publisher&#039;s inventory without giving a reason. Learn if this is affecting you.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adpushup.com\/blog\/shadow-blocklists-hurting-publisher-revenue\/\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<meta name=\"twitter:title\" content=\"Shadow Blocklists: How to Get Your Ad Revenue Back\" \/>\n<meta name=\"twitter:description\" content=\"Shadow blocklists are algorithms used by advertisers to stop bidding on a publisher&#039;s inventory without giving a reason. 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How to Prevent Them from Hurting Revenue?"}]},{"@type":"Article","@id":"https:\/\/www.adpushup.com\/blog\/shadow-blocklists-hurting-publisher-revenue\/#article","isPartOf":{"@id":"https:\/\/www.adpushup.com\/blog\/shadow-blocklists-hurting-publisher-revenue\/#webpage"},"author":{"@id":"https:\/\/www.adpushup.com\/blog\/#\/schema\/person\/8dbbe9397dddf4ab1d858603e751f897"},"headline":"What are Shadow Blocklists? 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