By: Cortland J. Fondon
These days, advertisers use programmatic advertising as a way of quickly and efficiently getting their ads out to their potential customers. In today’s world of automated advertising, however, it can be difficult to truly narrow down a target audience. This is where the use of whitelists and blacklists can really come in handy. If you’re looking to boost your ad campaign’s success and aren’t currently using either whitelists or blacklists, now is a good time to start.
What are Whitelists and Blacklists?
In order to use whitelists and blacklists to your fullest advantage, it’s first important to understand exactly what they are. Simply put, a whitelist is a list of places where you know you want your ads to run. With a whitelist in place, your ads will run in the places designated on the list and nowhere else.
A blacklist works in quite the opposite manner. With a blacklist, your ads can run anywhere except on the places you have on the list. Pretty straightforward, right? Now, it’s time to take a look at how each of these lists can work for you in your advertising and online retargeting campaigns.
Benefits of Using a Whitelist
These days, many business owners implement whitelists as a way of helping them target their ads to the right audience. After all, when you have a whitelist in place, you can be sure that the people seeing your ads are also the people who are most likely to be your next clients or customers.
As a result, when you use a whitelist, you don’t have to worry so much about your advertisements reaching an irrelevant audience. For example, if you sell cat toys, your ads probably won’t end up in places where dog lovers are going to be looking. In turn, you get the most “bang” for your advertising money.
Benefits of Using a Blacklist
However, there are some potential pitfalls of only using a whitelist that may be remedied through the use of a blacklist instead. Specifically, using a whitelist presupposes that you already know exactly who your target audience is. However, even if you’ve done a great deal of market research, it’s almost impossible to know exactly who your audience is in this changing world.
This is where blacklists can come in handy. By only setting up a list of places where you don’t want your ads to run, you may be able to discover audiences and markets you didn’t even know you had. At the same time, you can still avoid running those cat toy ads to dog people or to other audiences you’ve already ruled out as part of your marketing strategy.
As you can see, whitelists and blacklists both have their place in the world of programmatic advertising. Now, it’s up to you to decide which option is best for your particular marketing campaign to use. From there, you can maximize success and minimize costs.