Using Whitelists

One of the popular ways to cut down on time spent on campaign optimization is by creating and using whitelists. 

A whitelist is a collection of tested and potentially profitable keywords or targets. You can either create it on your own or ask NewProgrammatic representatives for one. Read the following article to learn how to ask for one, create one, and what to do once you have it.

Why are whitelists useful?

Whitelist campaigns run only on proven keywords or targets. As such, whitelist campaigns shouldn't be the only ones running. The profitability of the whitelisted keywords or targets may change and you should also run broad campaigns to discover new traffic opportunities.

For now, decide where do you want to get a whitelist from:

  • Get a whitelist from NewProgrammatic representatives

  • Create your own whitelists

Creating a whitelist on your own is a recommended approach as it will be based on your specific data. General whitelists supplied by account managers may not necessarily include all the specifics or targeting options needed by your campaigns.

Get a whitelist from NewProgrammatic representatives

If you would like to get a whitelist from NewProgrammatic representatives you need to supply them with some information about your campaign.

The required information includes:

  • Targeted GEO

  • Campaign’s vertical/category

  • Offer details

The optional information that you may choose to include is as follows:

  • Offer restrictions

  • Targeting type


Send only one GEO and one vertical at a time.

NewProgrammatic won't be able to generate a whitelist for you if you do not provide at least the required information. Once the necessary information is provided, a whitelist will be sent in the form of an Excel file.

Create your own whitelists

If you choose to create a whitelist on your own, perform the following steps:

  1. Create a standard broad campaign for a given traffic type with at least $200 daily budget.

  2. Let it run for 3 - 4 days to collect performance data.

  3. Once the data is collected, go to the campaign's details.

  4. Analyze the keywords or targets and identify those with:

    1. High conversions

    2. Low eCPA

  5. Copy the keywords or target names to any text editing or spreadsheet software.

Congratulations, you have now created a whitelist!


Remember that you have to track conversions in order to correctly identify profitable sources or targets.

Working with whitelists

Once you receive or create a whitelist, you need to create a campaign based on data from that whitelist. In order to do that, follow these steps:

  1. Create a new target campaign.

  2. Set the same traffic targeting options as you have listed for your whitelists.

  3. Upon adding targets/keywords, choose the Input manually option or Bulk add button and provide the data from your whitelist.

  4. Let your campaign run and test results.


For details check the Adding Targets or Adding Keywords section.


  • Remember that when you run a whitelist campaign, traffic will only be received from the whitelisted placements. Whereas a standard broad campaign will get new traffic whenever available.

  • If you request a whitelist from a NewProgrammatic representative, it may contain suggested bids for selected traffic placements. You can use the suggested or higher values to win more bids.

  • Note that whitelists don’t guarantee conversions.