Black List Strategy (5)
Hi everyone!
What is your blacklist strategy for big networks (propeller, popcash, popads, clickadu..) ?
Do have global blacklist? Do you use this list when you start new campaigns?
Also what is the reason for a placement to enter your black list? Click rate or coversion rate?
Thank you
Hey,
We use a geo based blacklist, with the addition of placements that look like bot placements to a global list. We use it almost always on new campaigns.
Reason is conversion rate/profitability. If it doesn't get even close to 0 on a funnel that was proven, it's not a good placement.
CTR is also something we use for some obvious bot/impossible-to-make-profitable placements that have 1% CTR when our average is like 20%.
Cheers.
Another thing worth pointing out, is that a placement's performance can vary greatly depending on what you're targeting. For example, a placement that converts well for carrier traffic, can convert very badly for wifi traffic, so keeping a separate blacklist for carrier vs. wifi is a must.
Amy
there's blacklists and there's blacklists, we keep a list of publishers that have never worked and we use that with every campaign, but except those placements, placement which have worked to some extent might work brilliantly for other offers therefore it's not recommended of just blacklisting them and be done with it, we also optimize according to traffic quality indicators (referer mismatch, unknown UA and more) which sometimes give you indications you can't get from installs. In addition you can use external services (perimeterx, riskiq..) to validate your traffic although that comes at a cost.
Hey Ahmetemre,
As it was mentioned before, placements can behave differently depending on targeting, so you don't just create them and apply for every campaign. And yes, global blacklists are very useful. Once you start to get very familiar with a specific traffic source, you will notice that some placements are totally not worth it (bot traffic, or simply won't work), so then you list those that consistently don't work and create global blacklists. It can save you a lot in costs when you launch new campaigns.
Also, don't forget to pay attention to CR (very important, as it's related to profitability), and CTR. Blacklist those placements, with consistently low CTR.
Oh, and remember! Don't mix a blacklist for different types of traffic, as for example WiFi and mobile carrier, or Mobile and Desktop.
Hope it helps, good luck! 
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