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      Lists tab (DSP)

      In this tab, users can manage blocklists and allow lists of a specific Advertiser

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      Overview

      The Lists tab lets you control your advertiser's ad targeting by managing allowlists (approved targeting criteria) and blocklists (blocked targeting criteria). These lists can contain various types of targeting values - from websites and apps to user IDs, geographic locations, and content categories. This helps ensure your ads reach the right audience in appropriate, brand-safe environments.

      Please see here the Supported list types for Advertisers

      How to Access Lists Management

      For New Advertisers:

      1. Complete and save the General tab first
      2. Click on the Lists tab
      3. Associate or create lists as described below

      For Existing Advertisers:

      1. Go to Advertiser Module > Advertisers List
      2. Click the edit icon in the Actions column for your advertiser
      3. Navigate to the Lists tab

       

      Understanding List Types

      Allowlists:

      • Target ads based ONLY on values that are ON this list
      • Use when you want strict control over specific targeting criteria
      • Best for brand-sensitive advertisers or precise targeting needs

      Blocklists:

      • Never target ads based on values that are ON this list
      • Use to avoid specific unwanted targeting criteria
      • Best for general brand safety and broad exclusions

       

      Managing Lists

      What You Can Do:

      • Associate existing lists with this advertiser
      • Create new lists with various targeting criteria
      • Edit list content (add/remove values like domains, user IDs, keywords, etc.)
      • Pause the list temporarily without removing the association
      • Remove the list association from the advertiser

      Important Notes:

      Removing vs. Deleting: When you remove a list association from an advertiser, the list itself still exists and can be used with other advertisers. You're only breaking the connection, not deleting the list entirely.

      Alternative Management: All list management actions can also be performed from the Targeting Module for a centralized approach.

       

      Best Practices

      ⚠️ Critical Recommendation: Choose One Mode Per Type

      DO NOT use both allowlists and blocklists of the same type for one advertiser.

      Why this matters:

      • Having both creates conflicting rules
      • Can lead to unexpected ad blocking
      • Makes troubleshooting difficult

      Recommended Approach:

      Option 1: Allowlist Strategy (Strict Control)

      • Use allowlists to define exactly where ads can appear
      • Best for: Premium brands, sensitive industries, new advertisers

      Option 2: Blocklist Strategy (General Protection)

      • Use blocklists to exclude problematic sites while allowing a broad reach
      • Best for: Performance-focused campaigns, established advertisers