Glossary
Blacklist
The list of placements, sites, zones or apps a campaign excludes because they do not convert or are fraudulent. Built from tracker data as the campaign runs; the first optimization on push, native, pop and in-app traffic.
Also called: BL, exclusion list.
Ad networks sell anonymous placements by ID. Some send bots, some send people who never buy, a few send the leads. The blacklist is where the bad IDs go: after a placement spends a payout or two without converting, it is cut.
Networks let you upload blacklists per campaign. Experienced buyers keep global blacklists per network and share them within teams.