"Mute This Ad" option for the publisher in DoveKey Auction?

[dmarti]

If a publisher chooses not to have a certain advertiser or piece of ad creative appear on their site, will they also be able to set an option similar to "mute this ad" to prevent it from appearing?

[gangwang-google]

Thank you for your question. The Dovekey auction proposal supports publisher controls, e.g. advertiser or creative blocking, as follows.

As explained in Section “Determine auction eligibility”, each conditional bid cached in the Dovekey server is associated with a cache lookup key derived from a limited number of signals, e.g. {page URL, browser language, coarse location}. Before the SSP asks the Dovekey server to cache a conditional bid, the SSP can apply publisher controls applicable to the page URL, browser language and coarse user location, based on the creative information and buyer information associated with the conditional bid.

If there are publisher controls more granular than what can be supported by {page URL, browser language, coarse location}, please let us know.