A journal from the Ichnos survey

Locked Out

Every article about advertising is written for somebody the platforms will take money from. If your category is refused, all of it — the spend advice, the creative testing, the lookalike audiences — is a description of a country you cannot enter.

This is written for the other side of that line. What the restrictions actually say, what happens when businesses try to get around them, and where 408 restricted industries can still legitimately be reached — drawn from a survey that reads the destinations rather than guessing at them.

Every figure quoted here comes from the live survey: 408 restricted industries, 70,534 places mapped, 4,277 of them confirmed open — each searched 20 separate ways, updated several times a day.

Recent

What this will and will not be

  • No workaroundsThe advice to open a second ad account is everywhere and it is what ends businesses. We will keep saying so.
  • Figures, not adjectivesEvery claim about where a category can be reached comes from the survey, with the count and the date attached.
  • Written for the operatorNot for agencies, not for platforms. For the person whose account was rejected and who has a quarter to plan anyway.
  • No paywallThe audience is defined by having been shut out of things. Shutting them out of the reading would be a poor way to begin.