Ad Controls

Ad Controls let you manage and optimize the ad content and creatives that run in your apps from our direct demand and programmatic demand partners. It centralizes how you review and block creatives, and provides you with granular control over the ad content in your apps to ensure brand safety requirements and standards.

On the Ad Controls dashboard, you can perform the following actions:

  • Find creatives with impressions in your app by using one or more combinations of filters, sorts, and search tools.
  • Review and take action on unwanted ads at both the project level and the organization level of the Monetize dashboard.
  • Limit impact on revenue by using creative-level ad filtering instead of over-blocking with advertisers, demand sources, or categories.
  • Protect and maintain your brand goals and standards with transparent ad review to get ahead of unwanted ad content or to handle block requests from users.
  • Refine your ad strategy by enabling specific ad content and blocking ad content by advertiser, category, or age appropriateness.

Ad Controls scope

You can access Ad Controls at either the organization level or the project level of the Monetization Dashboard. Each level serves different purposes for your ad review and blocking needs.

Blocking typeAccessUse case
Project-levelFrom the Monetization Dashboard, select CURRENT PROJECT > Ads Controls in the secondary navigation menu.

Limit revenue impact.

See and filter ads that ran on a specific project.


From the Monetization Dashboard, select ORGANIZATION > Ads Controls in the secondary navigation menu.

Preserve brand safety across all apps (for example, block explicit ad content).

Use filters to find a specific creative across all of your apps.

Ad Controls dashboard

Ad Review

On the Ad Review page, you can browse through the ads that have run in your app so you can identify what might need to be blocked to align with your brand safety guidelines. Each creative pack is displayed in a tile format, with thumbnail previews available for each creative.

When you review an ad, you have the option to block the specific creative pack.

Note: A creative pack is the set of creatives and ad content used in an ad campaign. A creative pack can contain a mix of video ads, playable ads, and end cards. For more information, refer to creative packs.

Searching creatives

To ensure that you’re seeing the most impactful ads first, ads are shown in order of highest impression by default over the last seven days. The creatives that display the most often in your app are displayed first automatically.

Note: If you’re not seeing an ad on the Ad Review page, this is because the ad likely has limited or no impressions and is not yet eligible for review.

You can additionally use the following sorting methods and filters to refine your search results and find any ad with impressions.

Sort By: Automatically sort all creative packs by your selected sorting method: most impressions, least impressions, revenue. The default sort is by most impressions. You can only use one sorting method at a time.

Add Filter: Automatically filter all creatives by your selected filter or filters: ad type, categories, countries, and platform. These filters have sub-filters which can help to produce a more granular view of creatives. You can use multiple filters at a time in combination with a sorting method.

There is also a date filter that you can use to view creatives over a predetermined or custom time frame. You can use the date filter with other search filters or a sorting method.

Search: Find specific creatives or specific advertisers beyond the filter and sorting tools. This can be useful if you want to search for certain advertiser domains, store URLs, store IDs, and bundle IDs.

Blocking creatives

After you find a specific creative from the Ad Review page, you should locate the creative that you want to begin the review process for. Note that multiple creatives could be included within a creative pack, and you can look through each creative by using the arrow.

To look at a creative in more detail from the Ad Review page, select the creative thumbnail to open a full screen preview of the creative. This opens the Creative Details window to display specific metadata about the creative, including, the ad type, category, destination URL, and store ID acquired from the advertiser.

In addition, you can play video creatives that are organized into creative packs, which consist of a portrait and landscape video, along with an end card that displays after an ad has completed. Playable creatives can consist of playables alone, or playables and videos together. For more information, refer to creative packs.

Note: Playable ads might not render correctly in a desktop browser. For the most accurate experience, playables should be rendered by using the Unity SDK on a mobile device.

To block an individual ad, on the Ad Review page or on the Creative Details window, select Block. To block multiple ads at a time, select the ads to block, and then on the Ad Review page, select Block Selected.

Unblocking creatives

You can see all of the ads that you've blocked by using the Blocked toggle on the Ad Review page. We recommend that you review blocked ads periodically to ensure that the list of blocked ads are still relevant and applicable. For example, a creative might have been mistakenly blocked, the creative might now meet your branding objectives, or the creative might need to be run again on your app for any reason.

If there are many blocked ads and you’re trying to find a specific ad to unblock, then you can use the sorting, filter, and search functions to help find the ad. Similarly, to recall which creative was blocked, select the creative to open the Creative Details page, where you can play and find creative metadata.

To unblock an individual ad, on the Blocked screen or the Creative Details page, select Unblock. To unblock multiple ads at a time, choose the ads to unblock, then on the Blocked screen, select Unblock Selected.

Block Reason reporting

Introduction to Block Reason reporting

After blocking one or more ads from showing in your app via the Ad Review in the Ad Controls dashboard, you can indicate the reason for blocking ads through the block reason report form.

Block reason reporting intro

Sharing the block reasons of ads through the block reason form is optional. Skipping the submission of this form doesn't prevent you from blocking an ad, however, sharing your block reasons at the time of ad blocking is to your benefit because your feedback:

  • Helps Unity uphold a higher quality of ads on the Unity Ads network
  • Improves your overall experience using Ad Controls and Unity’s services

Using Block Reason Reporting

There are several ways to report a block reason from the Ad Controls dashboard, depending on if you want to block ads individually or in bulk. Follow these steps to block unwanted ads and submit a block reason.

Blocking an ad and submitting a block reason report form
  1. Navigate to the Monetization Dashboard > Ad Controls > Ad Review page.
  2. Follow the process to block ads individually or block ads in bulk, as required: a. To block ads individually, select the ad you want to block, then click Block. Alternatively, click the creative directly to open the Creative Details page and click Block. b. To block ads in bulk, select one or more ads and click Block Selected.
  3. Confirm your action to block this ad (or creatives) to continue. The block reason form will appear.
  4. Select a creative to assign it a block reason from the dropdown. If bulk-blocking, select one or more creatives that share the same block reason from the dropdown.
  5. Repeat the previous step until there are no more uncategorized creatives left, and each creative has been assigned its respective block reason.

    Note: Selecting Confirm removes the app from the blocked list, but does not unblock the app. Before selecting Confirm, please review the conflicts. Once you select Confirm, you are returned to Ad Controls where you can resolve the conflicts and unblock the app.

  6. Click Done to finish and close out the form.
Managing a blocked ad after assigning block reasons

Navigate to Blocked creatives from the Ad Review page to review the status of a blocked ad, including its block reason. The Blocked creatives tab consists of all blocked ad content within your app. To find a specific ad, use the date or additional add filters to narrow your search.

If you want to review the block reasons of an ad:

  1. Locate the ad in the Blocked creatives tab, and click the creative to open the Creative Details page.
  2. Navigate to the Blocked due to section to see the one or more block reasons associated with that ad.
  3. To remove one or more block reasons assigned to a creative, in the Blocked due to section, click x on the applicable reasons.
  4. To add additional block reasons, click Add, select one or more block reasons, and click Done. Block reason reporting form for bulk ad block

Advertiser Blocking

Use Advertiser Blocking to block content and ensure a quality and safe experience for your players. Any advertiser content that matches the fields you set for blocking an ad will be blocked from displaying in your project.

You can block by app store ID or advertiser domain. To bulk-update Settings , select Download to download a CSV template to fill out, then Upload the revised template to update the dashboard.

Category Filters

Use Category Filters to exclude certain ad categories and content that might not be suitable for your target audience. A category is defined as a genre that is used to identify and group similar apps with each other for easy searchability, for example, Puzzle, Arcade, or Trivia.

Any content that matches the fields you set for filtering out a category will be blocked from displaying in your project, and can be defined specifically per app store. Use this to prevent certain app categories from being advertised in your app if they do not align with your branding and affiliation objectives.

Note: Category Filters can be applied only for ads for other apps at the project level.

When blocking new categories, you will see the estimated revenue loss for your project over the next 14 days before you continue.

Age Settings

Age Settings allow you to exclude specific ad categories that can be deemed inappropriate for some target audiences, such as children. To protect your players from unwanted ad content, set the appropriate age limit for your project on platform, as applicable. This will prevent ads targeting older audiences from showing up in your project.

If you serve ads in your app and wish to participate in Google’s Designed for Families program or the Apple Kids Category, you must configure the Age designation setting to This app is directed to children under the age of 13, and set your Age limits filter to Do not show ads rated 13+ or stricter.

Note: Configuring the Age designation setting to This app is directed to children under the age of 13 does not automatically set your age filters accordingly. If you wish to participate in these categories, you must also set the age filter manually here in the Age limits field.

Important: Unity does not provide legal advice. Therefore the information on this page is not a substitute for reading the Apple App Store or Google Play Store guidelines, applicable publisher terms, or seeking your own legal counsel to determine the legal requirements of your business and processes, and how to address them.

If you have additional questions or unique requests regarding ad filtering, contact Unity Ads support.

Unblocking Insights

Important: The revenue projections provided are estimates of revenue uplift and are not guaranteed. Actual performance will be based on your particular circumstances and a multitude of different factors, some of which may be outside of your and/or Unity's control. Your actual revenue uplift may vary. Estimated revenue represents potential revenue uplift estimates over a two-week period.

Unblocking Insights provides an estimated range of potential revenue gains from unblocking ad content in your app, either at the project or organization level.

To unblock an app:

  1. From the Monetization Dashboard, select CURRENT PROJECT > Ad Controls for the project level or ORGANIZATION > Ad Controls for the organization level.
  2. Select Unblocking Insights.
  3. Select or search for the app you want to unblock.

    Note: Use the Categories filter to list apps by category.

  4. Select Unblock > Confirm.
  5. Result: The app is unblocked.

If there is a conflict with unblocking, a dialogue box appears explaining the reason for the conflict. To proceed:

  1. Select Next.
  2. Select Cancel to return to Unblocking Insights.

    Note: Selecting Confirm removes the app from the blocked list, but does not unblock the app. Before selecting Confirm, please review the conflicts. Once you select Confirm, you are returned to Ad Controls where you can resolve the conflicts and unblock the app.

  3. Review unblocking conflicts in the Conflict column and select the dropdown menuSee conflict.
  4. Resolve the conflict.
  5. Select Unblocking Insights.
  6. Select the app you wanted to unblock.
  7. Select Unblock > Confirm.

Result: The app is unblocked.