When visitors support a publisher by 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, whitelist-based revenue recovery yields the highest revenue per thousands pageviews (RPM), more than ad reinsertion methods.
Whitelist campaigns work for all browsers, all blockers, and all visitors; giving them a consent-based way to support the publishers they choose.
Whitelisting allows users to keep their adblockers installed for poor quality sites, while allowing ads for a site they love.
Some websites may not function properly with an adblocker running, so adding them to the allowlist can help improve the user experience in those situations.