How do I mark and manage House Ads in the Brand Control Center?

House Ads allow brands to promote their own content within ad placements without relying on external sponsorships or programmatic demand.

Why this matters:

• Maximize inventory utilization - Fill unused ad slots with your own content (fallback in waterfall)
• Promote priority content internally - Highlight campaigns, announcements, or key content without external dependencies
• Maintain full control over distribution - Decide which posts should act as internal promotions across placements
• Prepare for future monetization flexibility - Track House Ads separately today, with the ability to monetize them later

Guide — Step-by-Step

Step 1: Navigate to Post Details Page

You can access any post via:

• Manage section

Access the "Manage" area, select "Post," and then pick the specific post you wish to view.

A Post window will then be displayed, where you can select the House Ad checkbox located within the Monetization section.

• Curate section

Navigate to the Curate section using the left-hand navigation bar. From there, select Activity and open the Approved tab to choose the specific post you want to manage.

A post detail window will open, where you can select the House Ad checkbox located in the Monetization section.

Step 2: Locate the Monetisation Section

Within the Post Details page, find Section: Monetisation

Options available: Mark as House Ad (checkbox)

Step 3: Confirm Action

A confirmation modal appears:

Title: Monetize this Post as a House Ad?

Description: This post will act as a fallback in ad placements. Infrastructure cost is excluded from CPM and billed separately based on watch time as per MSA.

Actions:

• Cancel
• Confirm

Step 4: Save Changes

• Click Confirm
• Then click Save on Post Details

Post is now marked as House Ad

Step 5: Unmark as House Ad (Revert to Organic)

• Uncheck House Ad

To confirm the removal of house ad monetization, a pop-up window will be displayed.

• If a user attempts to uncheck the House Ad box for a post when in-feed ads are already active in the ad configuration, an error will be displayed. The system requires at least one House Ad to remain in place as a fallback.

• Selecting "Go to Posts" will take the user back to the Manage Post area.
• Click Save

Post becomes Organic. The post will revert to Organic status.

Incorporate Sponsorship (Link to Monetize / Sponsorship)

Individual Post Display (using Video ID):

• Utilizing the search tool with a specific video ID will filter the view to show only that particular post.
• The interface will isolate and display just the matching post when a valid video ID is entered.

Result of Resetting the Search:

• Removing the video ID from the search bar restores the full list of posts for the user.
• Any post previously focused on will return to its standard chronological or sorted place in the list, rather than staying at the top.

If you select the Edit Sponsorship option, you will be redirected to the sponsorship management interface.

Where House Ads are Visible

1. Manage Section (List View)

A new Monetisation column shows:

• House Ad
• Sponsored
• Organic

2. Post Details Page

Displays:

• House Ad label
• Sponsorship details (if applicable)

3. Filters (Manage Section)

Filter by Monetisation Type:

• House Ads
• Sponsored Posts
• Organic

Supports multi-select filtering

Rules & Key Considerations

1. Mutual Exclusivity (Critical Rule)

2. Sponsorship Dependency Rules

• If post is part of a sponsorship:
  • House Ad option is disabled
  • Tooltip: “Remove this post from sponsorships to mark as House Ad”

3. Eligibility Rules

• Only posts within brand’s own destination communities can be marked as House Ads
• Posts from other brand destinations are not eligible

4. Approval Rules

• Approved posts: Can be House Ads
• Unapproved posts (Curate):
  • Can be House Ads
  • Cannot be Sponsored

5. System Behavior

• House Ads act as fallback content in ad waterfall
• SDK logs content type:
  • House Ads
  • Sponsored Posts

Example Scenarios

Scenario 1: Filling Empty Ad Inventory

A brand has low programmatic demand:

• Marks internal posts as House Ads
• Ensures placements are always filled

Scenario 2: Promoting Owned Campaigns

A brand launches a new campaign:

• Marks campaign videos as House Ads
• Gains visibility without external sponsors

Scenario 3: Switching Monetization Strategy

• Post initially used in sponsorship
• Removed from campaign
• Converted into House Ad for internal promotion

FAQs

1. Can a post be both House Ad and Sponsored?

No. A post can only be one at a time.

2. Why can’t I mark a post as a House Ad?

Possible reasons:

• It is part of a sponsorship
• It belongs to another brand’s destination

3. Can unapproved posts be marked as House Ads?

Yes. This is allowed from the Curate section.

4. Do House Ads generate revenue?

Not in the current Phase. However, tracking is enabled for future monetization.

5. How are House Ads tracked?

Via SDK events using content type:

• House Ads
• Sponsored Post

6. Where can I see all the House Ads?

Use filters in the Manage section > Monetisation Type

Specs & Limitations

Supported (Current Phase)

• Mark/unmark posts as House Ads
• Visibility in Manage & Post Details
• Monetisation-based filtering
• SDK tracking for content type

Limitations

• No direct monetization (currently)
• Cannot combine with sponsorship
• No bulk marking (single post only)
• No advanced analytics specific to House Ads

Edge Case Handling

• Post in sponsorship - cannot mark as House Ad
• Unapproved post - cannot be sponsored
• Missing eligibility - action restricted

Related Articles

• How do I create a sponsorship campaign in the Brand Control Center?
• How do sponsored posts and takeovers work in placements?
• How do I manage and track sponsorship campaigns?