‘It’s Whack-a-Mole’: How The Root Is Navigating Blocklists

The number of advertisers on the The Root has tripled


Keyword blocklists will outlast another crisis.

The Root, the Black news, culture and opinion site published by G/O Media, has been selling out ad inventory over the last few months, thanks in part to the digital advertising rebound and the shift in more brands looking to fund diverse journalistic voices.

Yet as demand has gone up, especially in the weeks leading up to Juneteenth, so has the size of keyword blocklists and the number of advertisers wielding bloated or outdated lists when they want to advertise with The Root.

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