A whitelist is a list of sites and apps a campaign is allowed to buy. The opposite — a blocklist — lists what it must never buy. Both work together.
The Whitelists plugin — $290
From Whitelists:
- One list shared by many campaigns — change it once and every campaign that uses it follows.
- Import and export.
- Works together with blocklists.
- Managed per advertiser account.
When to use a whitelist
- An advertiser has a list of proven placements from past campaigns.
- A brand needs ads only on approved sites.
- You want to scale a winning campaign without opening it to all supply.
Building a good whitelist
- Run a campaign on broad supply for long enough to collect data.
- Sort placements by cost per result.
- Save the best ones as a whitelist.
- Launch a new campaign on the whitelist and compare.
- Re-check monthly — placements change.
Lists you don't have to build
The Curated Marketplace offers ready lists (premium, by format, by country, brand safe), and you can save your own whitelists there too.
Watch the volume
Whitelists limit reach. If a whitelisted campaign under-delivers, raise the bid or add more placements before blaming the supply.
Related: Blacklists and placement controls · Delivery is much lower than expected
Nov 13, 2026