We’ve already talked about why controlling the advertising environment is not optional — it’s a necessity. The next question is: how do you actually implement it in practice?

A blacklist doesn’t start with an Excel file or campaign settings. It starts with a decision. A brand needs to honestly answer a simple question: which environments are fundamentally unacceptable for us — and why?

From there, there are a few key steps without which a blacklist simply won’t work as a system.

1. Define criteria, not just a list

The first step is to establish clear criteria:

• Do we exclude all Russian and affiliated channels?
• Do we block content with manipulative or disinformation-driven narratives?
• Do we exclude specific topics (political speculation, toxic shows, etc.)?

Without clear criteria, a blacklist quickly turns into just a random list of names.

2. Start with the technical layer

Once the criteria are defined, the practical work begins. At the campaign level, this means:

• adding lists in Google Ads, DV360, or other DSPs
• excluding specific channels or URLs
• when needed, switching to a whitelist model, where ads run only on verified placements

3. Build in regular review

A blacklist is not something you can set once and forget. You need to define:

• who is responsible for updates
• how often are the lists reviewed
• how the team responds when new high-risk channels appear

In the Ukrainian context, the information environment changes quickly, which means a static list is only a temporary solution.

4. Combine human expertise with technology

When you’re dealing with thousands of channels, you need a system:

• manual review of key placements
• automated monitoring of changes
• placement analytics

It is the combination of these approaches that helps you maintain real control.

5. Integrate brand safety into strategy, not just settings

A blacklist should not exist separately from a brand’s position. If a company talks about its values, support for the country, and responsibility, those principles should also be reflected in where its ads appear.

Only then does it stop being a technical checkbox and become part of the brand’s marketing culture.

A practical checklist for brands

Brand safety is not something you can leave for later or solve with a one-time setup at the start of a campaign. In automated advertising, it is an ongoing process. If a brand communicates in a country living through war, controlling the advertising environment becomes part of its responsibility.

There are a few simple but important principles to keep in mind.

• First, look beyond the numbers and focus on context.

Reach and cost per impression matter, but it is just as important to understand where the ad appears. What kind of content surrounds it? Which channels is it running on? What information environment is it part of? In video advertising, this is especially critical because context shapes perception just as much as the creative itself.

• Second, work with up-to-date whitelists and blacklists.

A list created quickly becomes outdated. Channels change topics, tone, and positioning. New players emerge. What looked safe yesterday may raise concerns today. Static lists create the illusion of control, but they do not guarantee it.

• Third, review your decisions regularly.

Controlling the advertising environment is a process. That means periodically reviewing channels, updating your approach, and adapting to change. War reshapes the information landscape quickly, and advertising does not exist outside that context.

• Fourth, do not rely on a single solution.

The strongest approach combines team expertise, proprietary databases, and technology that helps scale the review process. Only together do these elements create real control rather than a false sense of safety.

• And finally, please don’t cut corners on brand safety.

Lost trust is expensive and slow to rebuild. In wartime, reputational risk is not just a communications issue — it is also a question of values and position. Preventive control of the advertising environment will always cost less than public explanations after a crisis.

Today, for any business, the question is not only how much a placement costs, but also where advertising money actually goes and what kind of narratives the brand’s communication appears alongside.

In a country living through war, this is no longer just a technical issue. Advertising can directly or indirectly support environments that work against Ukraine. That is why a blacklist is not just a set of restrictions — it is a tool for making conscious choices.

Every advertising dollar in Ukraine matters today. And it is important for brands to understand where that money should not end up.

At newage., we help brands review their placement environment, identify risks, and build a more controlled approach to brand safety — from blacklists to more precise whitelist strategies.

FAQ

Is a blacklist alone enough to control advertising placements?

No. A blacklist helps reduce risks, but it does not provide full control. It excludes unwanted environments, but it does not guarantee that ads will appear in high-quality ones. That is where a whitelist becomes necessary.

What is the difference between a blacklist and a whitelist?

A blacklist is a list of places where ads should not appear. A whitelist is a list of verified placements where ads are allowed to run. A whitelist gives much more precise control.

How often should blacklists and whitelists be updated?

Regularly. The information environment changes quickly, so lists should be reviewed on an ongoing basis, depending on campaign volume and market dynamics.

Can standard Google or YouTube settings replace these lists?

No. Built-in restrictions do not account for local context and do not cover all risks. They can serve as a baseline, but not as a complete solution.

Where should brands start when implementing blacklists and whitelists?

Start with clear criteria. Before creating any lists, brands need to define which environments are unacceptable — and which ones are, on the contrary, desirable for their communication.