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Vocabulary/
What is a whitelist and a blacklist in programmatic?
What is a whitelist and a blacklist in programmatic?
Brand safety is a crucial aspect of developing an advertising strategy. It implies that ads should not appear in the context of prohibited subjects or on platforms that could harm the brand's reputation. A blacklist on programmatic platforms is designed to help advertisers exclude certain sources of ad inventory where ads should not appear. A whitelist, on the contrary, comprises platforms where ads should be placed.