How to roadblock creatives


This is another new chapter of my DFP Tutorial. This time I wrote about how to create a roadblock, a site takeover or a Wallpaper Ad using DFP Small Business.

The term roadblocking comes from television, where media buyers sometimes placed commercials in all major television networks in the same period of time. No matter which television channel an audience member tunes in at that time, they have the opportunity to watch the commercial. This term extended to the online world where a media planner can buy all the advertising on a Web site for a 24-hour period or longer. This approach is called a site takeover.

Another scenario would be that your advertiser wants to serve a set of creatives to a user all at once on the same page e.g. displaying a Wallpaper Ad which consists of a leaderboard banner (728x90px) and a skyscraper

Especially the Wallpaper Ad is a very interesting Ad Format and normally pays in the two digit CPM figures.