What is the difference between a blacklist and whitelist?

Native Ads offers their advertisers the opportunity to blacklist and whitelist specific traffic sources in order to optimize their campaigns.


With a Blacklist advertisers can specify a list of traffic source IDs that they do not wish to receive traffic from. This is an advantage as it allows them to eliminate sources of traffic that are not meeting their goals. By default Native Ads passes the traffic source ID through the utm_medium URL parameter.

In the Manage Campaign section on the advertiser account, select Campaign Management to manually create Blacklists.

Manage-campaigns-screen, blacklist and whitelist

blacklist and whitelist


With a Whitelist, ads will run on the sites specified and nowhere else. In the analytics software (i.e. Google Analytics) Native Ads passes the traffic source ID identifying which website sent the visitor in the utm_medium URL parameter by default.

It’s possible to change which URL parameter contains widget IDs by adding the {widget_id} macro to another URL parameter in Campaign Settings. Example: If to move {widget_id} to utm_term simply ad &utm_term={widget_id}

The advantage of a whitelist is that there’s an option to choose only the best sources to receive traffic from based on specific goals. However, the disadvantage of a whitelist is that there will be a significantly reduced amount of traffic received.

Learn more about UTM parameters.

Updated on August 17, 2016

Was this article helpful?