A blacklist refers to a list of specific websites, apps, or ad placements that advertisers or brands have chosen to exclude from their ad campaigns. Unlike a whitelist, which includes pre-approved sites where ads are allowed to appear, a blacklist is a list of places where advertisers do not want their ads displayed.

The primary purpose of creating a blacklist is to ensure brand safety and prevent ad placements on websites or apps that may be deemed inappropriate, harmful, or irrelevant to the advertiser’s target audience. Advertisers can avoid appearing alongside content that could negatively affect their brand image or message using a blacklist.

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