Playbook: Build a Sub-Publisher Blocklist That Actually Sticks

Playbook: Build a Sub-Publisher Blocklist That Actually Sticks

Whitelisting beats whack-a-mole. Build it systematically:
— Export installs + post-install events by sub-publisher ID over 30 days
— Score each on retention, conversion, fraud-rejection rate, and CTIT health
— Cut the long tail of zero-retention sub-pubs first — they're rarely worth the risk
— Move from blocklist to allowlist once you know your top performers
— Re-share the blocklist with the network/DSP and confirm enforcement — many ignore it silently
— Re-audit monthly; fraudulent sub-pubs rotate IDs constantly
— Keep a 'watch' tier between block and allow for borderline sources

✓ Shifts from reactive blocking to proactive allowlisting
✓ Scoring makes cuts defensible, not gut-feel
✗ Blocklists decay fast as bad actors re-register
✗ Some networks don't honor blocklists without account-manager pressure

Verdict: Use an allowlist of proven sub-pubs for performance budgets; skip pure blocklisting — it's a treadmill you can't win.
Best for: Ad-ops cleaning up a noisy in-app supply mix.