Playbook: diversifying off a single pop source before it bites you
One-source buyers get killed by one suspension. Spread risk methodically:
— Cap any single source at 60% of daily spend, hard rule.
— Keep a #2 source ALWAYS warm at ~10% spend so it has live history when you need to surge into it.
— Map your winning zones' publisher domains; find the SAME domains on a second source via inventory targeting.
— Mirror blacklists across sources weekly — bad publishers resell everywhere.
— Stress-test quarterly: pause source #1 for a day, prove #2 can carry volume.
— confidence: high
Pop Wire
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