Blocklists Are 'Surgery With a Guillotine,' So Dow Jones Built a Brand Safety Tool

Publisher triples ad inventory as advertisers seek a more nuanced approach to keyword blocking

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There’s still a lot of room for improvement in how the industry tackles brand safety, but slowly, the move away from broad-sweeping keyword blocklists is gaining pace.

For its part, Dow Jones has built an artificial intelligence tool to sharpen advertisers’ keyword blocklists, making them suitable and relevant for the company’s three titles. In doing so, it’s grown its volume of monetizable inventory threefold, on average, and improved the reach and effectiveness of advertiser campaigns.   

In April, Dow Jones began offering the brand safety tool SafeSuite as part of its toolbox of products to encourage advertisers to spend more while marketing budgets were on a coronavirus-induced hold.



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