Digital Transformation

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

A person shielding themselves from coronavirus
Extreme keyword blocking has cost U.S. news publishers $4.1 billion this year. Getty Images

By Lucinda Southern

October 30, 2020

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.

Lucinda Southern
@Lucy28Southern lucinda.southern@adweek.com Lucinda Southern is Adweek's media editor.
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