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The digital marketing glossary > A > What is Advertiser black list definition?

What is Advertiser black list definition ?

An advertiser black list may have different meanings.

At a publisher level an advertiser black list is a list of advertisers who are refused by a publisher. The more often, black listed advertisers are competitors but they can also be types of advertisers whose ads may spoil the publisher’s brand image - eg, casinos, dating sites, etc.

Advertiser black lists are particularly useful in programmatic buying and RTB environment where the publisher doesn’t know beforehand who is buying ad impressions on his website.

In a different context, an advertiser black list may regroup advertisers known to have malicious practices - eg, malvertising.

Published on Saturday 27 April 2013 (Authors)