The choice between whitelisting and blacklisting is a critical strategic decision for any Facebook advertiser, directly impacting brand safety, ad performance, and budget efficiency. Whitelisting involves pre-approving a select list of placements, apps, or websites where your ads can appear, offering maximum brand safety, precise control over ad context, and ensuring high relevance for niche audiences or premium products. While excellent for protecting brand reputation and optimizing for quality impressions, it can limit reach and potentially increase costs due to a smaller inventory. Conversely, blacklisting operates by excluding known underperforming, irrelevant, or unsafe placements from your ad delivery. This strategy allows for broader initial reach, making it ideal for awareness campaigns or when rapid scaling is desired, as you're only blocking what's proven to be ineffective. However, it inherently carries a higher initial risk of wasted spend on undesirable placements until they are identified and excluded. Click - Whitelist Facebook Ads