Glossary
Blocklist (Blacklist)
Blocklist (Blacklist)
A blocklist (also known as a blacklist) in the context of mobile ad fraud refers to a list of digital identifiers associated with fraudulent activity. It is used to block or flag suspicious activity in order to protect from potential ad fraud.

What is a blocklist?

A blocklist, also known as a blacklist, refers to a list of digital identifiers that have been identified as being associated with fraudulent activity in mobile ads. These identifiers can include IP addresses, device IDs, and user agents, among others, and they may have been used to generate fake or fraudulent ad clicks or impressions. Advertisers and mobile app developers use blocklists to block or flag suspicious activity from these identifiers to protect their campaigns and revenue from potential ad fraud.

Why are blocklists important?

blocklists are important to mobile marketers for several reasons.

  1. Protection against fraud: By maintaining a blocklist of known fraudulent digital identifiers, mobile marketers can protect their campaigns and revenue from ad fraud. This is especially important for mobile marketers who rely on performance-based advertising models, where they only pay for actual ad clicks or impressions.
  2. Improve ad targeting: By blocking fraudulent traffic through blocklist management, mobile marketers can improve the targeting and performance of their ad campaigns by focusing on real users and high-quality traffic.
  3. Ad spend optimization: By blocking fraudulent traffic, mobile marketers can optimize their ad spend by ensuring that their budget is being allocated to real users, which can ultimately increase their return on investment.
  4. Compliance: Mobile marketers can also use blocklists to comply with industry standards and regulations regarding mobile advertising fraud.

How can mobile marketers manage blocklists?

  • Self-management: Mobile marketers can maintain their own blocklists by manually identifying and adding digital identifiers associated with the fraudulent activity to a list.
  • Third-party solutions: Mobile marketers can also use third-party solutions, such as an MMP, to detect ad fraud and to automatically identify and add fraudulent digital identifiers to a blocklist.
  • Shared blocklists: Mobile marketers can also access shared blocklists maintained by industry groups or other companies to supplement their own lists.
  • Regular updates: Mobile marketers should regularly review and update their blocklists to ensure that they are up-to-date and accurate.
  • Integration with ad platforms: Mobile marketers can integrate their blocklists with their ad platforms to automatically block fraudulent digital identifiers from their campaigns.
  • Monitoring: Mobile marketers should monitor their blocklists for any false positives and take appropriate action.

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