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

Media and tech leaders from the New York Times, NBCUniversal and more will discuss digital advertising trends at NexTech, Dec. 6–7, in NYC. Register now to save 40%.

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.

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