diff --git a/dripoffers.js b/dripoffers.js
index d2443c2..e09029b 100644
--- a/dripoffers.js
+++ b/dripoffers.js
@@ -108,6 +108,23 @@ function countriesFor(geo, tiers) {
   return [...new Set(out.map(c => String(c).toUpperCase()))].join(',');
 }
 
+// What a click-earner sees in the offerwall list. A campaign's `name` is the member's own
+// internal label and is often too short to mean anything to a stranger ("MG"), so the ad's
+// headline comes first, then the label, and a very short label is qualified with the
+// destination host rather than dropped or dressed up in copy we invented for them. The
+// platform's own floor is five characters.
+function titleFor(campaign, url) {
+  const clean = v => String(v || '').replace(/\s+/g, ' ').trim();
+  const head = clean(campaign.title), label = clean(campaign.name);
+  let host = '';
+  try { host = new URL(url).hostname.replace(/^www\./, ''); } catch (e) {}
+  const pick = head.length >= 5 ? head
+    : label.length >= 5 ? label
+    : label && host ? label + ' (' + host + ')'
+    : host;
+  return pick.length >= 5 ? pick.slice(0, 250) : null;
+}
+
 // Push a campaign. Returns null when it is not worth syndicating (or cannot be targeted
 // faithfully) rather than throwing, so the caller treats "too small", "wrong format" and
 // "disabled" the same quiet way.
@@ -125,7 +142,8 @@ async function push(campaign, opts) {
   const countries = countriesFor(campaign.geo, (opts && opts.tiers) || null);
   if (countries === null) return null;
 
-  const title = String(campaign.name || campaign.title || 'InstantAdPay').slice(0, 250);
+  const title = titleFor(campaign, url);
+  if (!title) return null;
   // The offerwall shows this line under the title, so it has to read like an offer rather
   // than like an internal campaign record.
   const description = String(campaign.title || campaign.body || campaign.name || title).slice(0, 250);
@@ -156,6 +174,6 @@ async function remove(campaignId) {
 }
 async function packs() { return enabled() ? call('packs', {}) : null; }
 
-module.exports = { enabled, push, readServed, pause, resume, remove, packs,
+module.exports = { enabled, push, readServed, pause, resume, remove, packs, titleFor,
   clicksFor, countriesFor, kindOk, refFor,
   MIN_CREDITS, MAX_CLICKS, MIN_CLICKS, PACK_ID, KINDS };
diff --git a/qa/dripoffers-bridge.mjs b/qa/dripoffers-bridge.mjs
index ea5bbad..6e722cc 100644
--- a/qa/dripoffers-bridge.mjs
+++ b/qa/dripoffers-bridge.mjs
@@ -24,6 +24,14 @@ t('tier 3 alone is skipped, not silently widened', drip.countriesFor('3', tiers)
 
 t('credits convert to clicks one for one', drip.clicksFor(4000) === 4000, String(drip.clicksFor(4000)));
 t('one campaign cannot swallow the platform', drip.clicksFor(500000) === drip.MAX_CLICKS, String(drip.clicksFor(500000)));
+// the offerwall title a stranger actually reads (the platform's floor is 5 characters)
+const T = (c, u) => drip.titleFor(c, u || 'https://www.mailer.gold/x');
+t('the ad headline wins over the internal label', T({ title: 'Get paid instantly', name: 'MG' }) === 'Get paid instantly', String(T({ title: 'Get paid instantly', name: 'MG' })));
+t('a usable label is used as-is', T({ name: 'Branded Voice' }) === 'Branded Voice', String(T({ name: 'Branded Voice' })));
+t('a two-letter label is qualified, not dropped', T({ name: 'MG' }) === 'MG (mailer.gold)', String(T({ name: 'MG' })));
+t('no label at all falls back to the destination', T({}) === 'mailer.gold', String(T({})));
+t('nothing usable returns null rather than a made-up title', T({}, 'not a url') === null, String(T({}, 'not a url')));
+
 t('a click format is accepted', drip.kindOk('banner') && drip.kindOk('visits') && drip.kindOk('text'));
 t('video and solo are not click formats', !drip.kindOk('video') && !drip.kindOk('solo') && !drip.kindOk('featured'));