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'It's a race to brand safety' – how to solve a problem like keyword blocking

on Jan 31, 2020 | 0 comments

By John McCarthy

‘Sex’, ‘violence‘, ‘death‘, ‘alcohol‘, ‘slavery‘, ‘kill‘, ‘injury‘, ‘shoot‘, ‘disaster‘ and ‘bastards‘ – these are some of the keywords brands are choosing not to advertise against in 2020, enlisting automated tech to stop their ads from appearing around content containing these words.

With global digital ad budgets taking an increasingly big slice of the pie, brand safety is still high on CMO agendas. However, blacklists aren’t just protecting brands against misplacement: they’re also blocking active participles that feature in trusted publishers’ most important and most read news stories, creating a deficit of support for hard-hitting journalism.

Top media owners are Read full story ›

Source: The Drum