Supply Path Lists: Seller-Level Allowlists and MFA Exclusion

About fifteen percent of the spend the ANA measured in its 2023 programmatic transparency study landed on made-for-advertising sites. In Brazilian supply the same problem has a local shape: pirated football streams that rotate domains around the midweek and Sunday fixtures, and app bundles borrowing the name of a legitimate publisher. A list built once and shipped as a document stops working roughly two weeks after you approve it. Lists get built at seller level, not domain level: Excluding a domain does not stop the same impression arriving through a reseller chain that labels it differently. Exclusions are written against seller_id and publisher.id, validated against the exchange's sellers.json and the publisher's ads.txt or app-ads.txt, and checked for the chains where a direct relationship is declared by somebody who does not have one. A domain list is what an account has when nobody has yet looked underneath it. Path collapse: A single publisher is commonly reachable through eight to fifteen paths across the exchanges you already buy. Keeping all of them means bidding against yourself and paying a different fee on each attempt. We keep one or two, chosen on declared directness and fee transparency. The cheapest path is usually the resold one, which is how accounts arrive in this state to begin with. How we decide something is made for advertising: Ad density against content, refresh interval, whether the audience was bought in from paid social or native arbitrage, and the signature that gives it away most reliably: excellent viewability paired with no outcome whatsoever. Sites engineered for measurement score well on every metric except the one you are buying for, which is why a verification-only defence never catches them. Brazilian supply specifics: The pirate streaming inventory moves weekly, so the exclusion logic has to survive a domain change and be written as a pattern rather than a name. Unlabelled CTV inventory needs the app name checked against the store listing rather than trusted. Portuguese-language MFA farms now clone regional news layouts well enough that a human spot check passes; the traffic source is what exposes them. Cadence, because lists rot: Weekly refresh while a campaign runs, with the difference explained rather than silently applied. Anything else is a snapshot. If you want a one-time deliverable we will build it and print its expiry date on the cover, and we would rather you knew that before buying than after. The reach cost, stated before you approve: An inclusion list that satisfies every quality rule and delivers forty percent of the plan's reach is a failure, not a stance. We model the reach and frequency consequence of the list and bring it to you with the list itself, and where the tension cannot be resolved we say which of the two the plan should give up. That is the judgement you are buying; the file is just where it is written down. What is not included: Publisher and PMP negotiation beyond curated deal setup inside your seat. Verification vendor implementation, which is separate work with a separate bill. No resale of a third-party list under our name; where we use a commercial MFA feed we tell you which one and what it costs us. Who this is not for: Buyers who want one master list reused across a portfolio. The exclusions that suit an energy advertiser will strangle an igaming campaign, and the reverse produces an adjacency your compliance team will find before you do. Teams who want the list without granting seat access to verify it, which is the same as wanting our opinion in a spreadsheet.