A whitelist is a list of trusted entities, such as websites, apps, or advertisers, that receive permission to participate in a specific advertising campaign or display their ads on a particular platform. The purpose of a whitelist is to establish a controlled environment and ensure that only authorized entities can serve ads or have their ads shown.
Whitelists provide control and transparency in the ad ecosystem, allowing advertisers and publishers to safeguard their brands, enhance user experience, and improve the overall quality of advertising placements. They proactively mitigate risks associated with ad fraud, inappropriate content, and low-quality inventory by restricting ad serving to trusted entities that meet specific criteria.
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