Myth: Block bad sites as they show up and you'll clean the campaign.
Wrong. Blocklists are a treadmill. Native networks spin up fresh subdomains faster than you can paste them into the exclusion box. You block 200, they mint 200 more by Friday.
The contrarian move: invert it. After two weeks of data, allowlist only the sites that actually converted, and run a separate campaign against just those. Yes, volume drops. So does fraud, by a lot.
When to use which:
— Early testing, need reach to find winners? Blocklist, reluctantly.
— Scaling a proven offer? Allowlist the top sites and stop pretending you'll out-block an algorithm built to evade you.
Blocklisting is playing defense against a house that rewrites the rules nightly. Why are you trying to win that game?
Native Heresy
@NativeHeresy
Myth: Block bad sites as they show up and you'll clean the campaign.
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