This wasn’t a term I had heard of before this week. In the context of online advertising, this means to buy out an entire online advertising network for one day so you completely dominate the entire property. This is used for major campaign launches or product releases. For example, you would “Roadblock” Yahoo! and your ad appears across all their properties for the entire day, pretty much ensuring you get exposure to all of their users that day. This is sort of the online equivalent to the Superbowl half time ad, blow your entire budget on one big hit.

I would definitely like to try this for a campaign.