Can I create one offer that spans mobile web and mobile app?
No. Because this kind of offer will span multiple web properties (display and in-app), and you can only associate a deal to one web property, you need to have two separate offers for mobile web and mobile in-app.
Buyer, advertiser, advertiser URL, phrase, and general category blocks can apply to PMP deals. If you opted to override blocks, they won’t apply. In addition, you can block creatives in the creative review or apply restricted category blocks. Ad technologies that are not opted into could also be a blocker to the deal.
Here are some examples of Cloud Management Video