|While some app publishers place blacklists against various ad sources, others wonder if there’s any benefit to it. So, how does blacklisting affect revenue? Will removing blacklists affect user retention?
To find out, we studied the impact modifying ad blacklist settings had for 8 apps with a combined 2.4 million DAU.
The results of the study, which analyzed over 32 million ad impressions, are available in our new white paper: Effects of Blacklisting.
Highlights from the Study:
Removing blacklists drives an increase in overall publisher revenue through increased video eCPMs.
Removing blacklists has no statistically significant effect on user retention, with DAU and MAU figures remaining stable.
Removing blacklists has no statistically significant effect on user engagement, with number of sessions and average session time figures remaining stable.
Removing blacklists that target entire app categories can result in exceptionally high video Ad ARPDAU gains.
Removing blacklists that ban top apps across multiple categories does not hinder user retention or average session time.