Whitelist

Definition

An approved list of websites or publishers where your ads are allowed to run, keeping your brand away from content that would make your CEO have an aneurysm.

Example Usage

We whitelist only premium publishers for our brand ads to avoid appearing next to sketchy content.

Origin

From programmatic advertising controls and brand safety

Fun Fact

The opposite is a blacklist, which is where ads absolutely should NOT appear

Source: Programmatic advertising and brand safety terminology

Related Terms

Beginner

brand ambassador

Someone hired to represent and promote a brand through their networks and platforms, embodying the company's values and identity. They're paid friends who enthusiastically recommend your product to anyone who'll listen.

📣 Marketing / Advertising

Intermediate

lookalike modeling

An algorithmic process that identifies new prospects who share characteristics with your existing customers, based on the bold assumption that people who look similar on paper will buy similar things. Statistical stereotyping, but make it marketing.

📣 Marketing / Advertising

Intermediate

Conversion Rate Optimization (CRO)

The practice of systematically improving the percentage of visitors who complete a desired action. It's where you obsess over pixels and sentences until your users finally comply.

📣 Marketing / Advertising

Intermediate

seminal

Game-changing, breakthrough work that fundamentally influences everything that comes after it—the kind of idea or campaign that people reference for decades. In marketing, seminal means your campaign didn't just sell product; it shaped how an entire industry talks about selling.

📣 Marketing / Advertising

Advanced

message architecture

The hierarchical framework organizing your marketing messages from core positioning down to tactical proof points. It's the blueprint ensuring everyone isn't just making up shit as they go along.

📣 Marketing / Advertising

Advanced

viewability threshold

The minimum standard for an ad to count as 'viewed'—typically 50% of pixels visible for at least one second. A bar so low that advertisers celebrate ads nobody actually noticed.

📣 Marketing / Advertising

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