Let’s look at two concepts and their application.
Modern advertisers care about brand reputation and don’t want their ads to appear alongside content that doesn’t align with the company’s values. For example, in the context of news stories about violence (there is a risk that a user who sees a brand advertisement in such a context thinks that the company supports violence).
To avoid this, they introduce Blacklists (with sites or apps where they will not place ads).
Basically, the reason for being blacklisted not only is related to brand safety or fraudulent incidents. But also with the outbreak of the pandemic last year, the media wrote that brands were refusing to place ads next to news about the coronavirus.
They are also relevant when launching ads for a brand with a limited audience, limited by age (for example, 18+). In this case, sites will be blacklisted.
The “White List” includes a list of sites or apps where it is worth placing advertisements. Moreover, this is a little wider and is not limited to the selection of only sites with a good reputation.
The formation of Whitelists also helps to target the target audience. For example, in BYYD, in the process of setting up advertising campaigns, we form lists of apps of suitable categories where the target audience of the brand is located (applications for mothers, sports, games).