Whitelisting

Whitelisting (or on TikTok, Spark Ads) is running paid ads directly from a creator's own account, rather than a brand's account, to keep the ad's authenticity and engagement.

Ads run this way carry the creator's handle, existing engagement, and follower-network credibility, which tends to outperform the same content boosted from a brand's own page — the ad looks and feels like it's actually coming from the creator, because it is. It requires either a formal partnership-ads permission (Meta) or the creator authorizing Spark Ads (TikTok) rather than the brand simply reposting the content.