3 Ways to Implement Brand Safety Measures That Won’t Inhibit Potential Traffic

Covid-19 exposes the limits of keyword-based tools

Three keys with Ws on them
There are other options available than just blocking certain keywords. Getty Images

In mid-March, marketers were faced with a sudden new reality: Content, across every vertical and topic, had a through-line of Covid-19. This required a rapid response to an unprecedented issue.

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Andrew Serby is the svp of marketing at Zefr, overseeing marketing strategy for the leading contextual targeting platform for brands.