When visitors support a publisher by allowlisting/whitelisting, it unlocks the publisher’s full ad stack, including the most valuable — and typically highest quality — direct, video and other ad campaigns. As a result, allowlist/whitelist-based revenue recovery yields the highest revenue per thousands pageviews (RPM), more than ad reinsertion methods.
Allowlist/whitelist campaigns work for all browsers, all blockers, and all visitors; giving them a consent-based way to support the publishers they choose.
Allowlisting/whitelisting allows users to keep their adblockers active for poor quality sites, while allowing ads for a site they love.