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Keyword blocking, context and Covid-19: time for brands and adtech to accentuate the positive

on Aug 28, 2020 | 0 comments

By Michael Feeley

In the context of the Covid-19 outbreak, an overreliance on ‘negative’ and ‘blunt’ brand safety techniques – such as keyword blocking – is costing advertisers and publishers heavily.

Recent data from Newsworks estimates that news publishers will lose somewhere in the region of £50m in online ads from April to July, due to brands’ over-zealous use of keyword blocking on any content related to Covid-19 – positive, negative and educational.

In a recent Drum panel discussion on brand safety, Harvin Gupta, UK director of solutions engineering at Xandr, and Tina Lakhani, head of ad tech at IAB UK, outlined the key problems Read full story ›

Source: The Drum