Programmatic buys impressions automatically across thousands of sites and apps. Without controls, ads can appear next to content that conflicts with brand values.
Blocklists
A blocklist holds domains, apps, and content categories where ads must not run. It needs regular updates because inventory keeps changing.
Allowlists for sensitive campaigns
For high-risk campaigns, use an allowlist of approved sites. Reach is narrower, but the placement context is under control.
Third-party verification
Verification tools check viewability, invalid traffic, and context suitability independently of DSP reports.
Frequently asked questions
A blocklist rejects specific sites or categories, while an allowlist only permits approved sites. An allowlist is stricter but has a narrower reach.
Review them regularly while a campaign is live, especially when new issues emerge around the brand or its industry.
