A list of pre-approved domains that a brand has deemed acceptable for its advertising to appear on. Leveraged as a tool for advertisers to manage brand safety, an allow list provides significant control, limiting the appearance of ads to domains with content the advertiser feels aligns with their brand. However, an allow list can dramatically limit scale and miss out on inventory on smaller high-quality publishers. To achieve brand safety while also gaining the full benefits of programmatic, a blocklist is the recommended alternative.