Programmatic Ad Buying 101: How Publishers Use Whitelists And Blacklists?

Programmatic Ad Buying 101: How Publishers Use Whitelists And Blacklists?

It’s important for marketers to be aware that sellers can also blacklist or whitelist  in terms of which ads they run. They may choose to exclude certain advertisers or only allow a specific list of them to appear on their network or site. This can happen based on the audience the advertiser is marketing to. For example, a news site geared toward school aged children would blacklist ads for dating services or “junk” foods, so that they’re not exposed to content that doesn’t fit the brand and its ideologies.

Comparatively, some publishers seek to whitelist only brands that they feel are on par with their own level of quality or branding. Sometimes, if part of a network, they may even blacklist certain advertisers whom they’d prefer to sell to directly, rather than via a network or programmatic buy.

programmatic buying targeting sweet spotWhitelisting and Blacklisting Benefits

Whitelisting and blacklisting has many uses and advantages and ultimately work best when certain rules are applied. For the benefit of both advertisers and publishers involved in programmatic buying, transparency is key in matching ads with the right placements. As with any targeting, overuse can result in unsold inventory or under delivered campaigns thus disappointing sellers and buyers.

In Summary:

  • Whitelists and blacklists are used by both buyers and sellers find the right audience.
  • Buyers and sellers use these kinds of lists to find the sweet spot.
  • And just like with the rest of programmatic, transparency is key in making whitelists and blacklists work well for both buyers and sellers

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