Most sites use some form of bot detection in an attempt to weed out non-human impressions and counter waste. When bots are detected, they are usually added to a blacklist, which means all traffic by that user will be blocked. However, blacklists assume that a user is human, and only removes users from an audience pool once they’ve proven to be a bot. Whitelisting, on the other hand, takes the opposite approach, and assumes a user is a bot until proven otherwise. According to Symantec, the average lifespan on a bot is 6 days. Many companies use bot detection techniques only to have newer, smarter bots appear. Finding and whitelisting humans allows companies to confidently and more securely reach their target audience.