Allowlisting
Granting specific accounts, domains, or creatives pre-approved status that bypasses certain platform restrictions or reviews.
What Allowlisting means
Allowlisting (formerly called whitelisting) is the practice of granting pre-approved status to specific accounts, domains, or content categories, allowing them to bypass certain restrictions or receive expedited review. In advertising, allowlisting can refer to: brand safety allowlists (specifying approved sites for ad placement), creator allowlisting (authorizing specific influencers to run ads using your brand's permissions on Meta), or platform-level allowlisting (where platforms pre-approve certain advertisers for restricted categories). On Meta, allowlisting enables creators to run ads through a brand's ad account while posting from their own handle. This is commonly used in influencer campaigns and requires proper setup through Business Manager. Compliance considerations include ensuring allowlisted creators adhere to brand guidelines and platform policies.
Related terms
Brand Safety
Measures taken to ensure ads do not appear alongside harmful, offensive, or inappropriate content that could damage brand reputation.
Influencer Marketing
Marketing through partnerships with social media influencers who promote brands to their followers, requiring proper disclosure.
Branded Content
Content created by influencers or publishers that features or is influenced by a brand, requiring proper disclosure and platform tagging.
Business Manager
A platform's centralized hub for managing ad accounts, pages, users, and business assets with permissions and security controls.