Unity & In-App UA
Blocklist
The set of Source App IDs a campaign stops buying impressions on — the main optimization lever in Unity; a whitelist is the inverse, restricting delivery to proven placements only.
A blocklist is the set of Source App IDs on which a campaign will no longer buy impressions, and it is the main optimization lever available in Unity. Because you cannot define an audience, curating placements is most of the job, which makes the blocklist the place where your accumulated knowledge about a geo and an offer physically lives.
Feed it from two signals: apps that consumed meaningful spend with no result, and apps whose traffic fails the funnel early, such as twenty to thirty installs producing no registrations when the working norm is closer to four in ten. A whitelist is the inverse instrument, restricting delivery to proven placements only, and it belongs to a mature and stable bundle rather than to a campaign still learning where its players are.
In buyer speech
“Twenty-six installs and zero registrations, straight to the blocklist, do not wait for the week to close.”