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A roadblock is the term used when an advertiser runs their ad in multiple placements on the same web page to break through the clutter and give their message 100% Share of Voice.

Roadblock (Wikipedia)
Concrete barrier

A roadblock is a temporary installation set up to control or block traffic along a road. The reasons for one could be:

In peaceful circumstances, they are usually installed by the police or road transport authorities; they are also commonly employed during wars and are usually staffed by heavily armed soldiers in that case. During protests and riots, both police and demonstrators sometimes use roadblocks.

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