Can the Coronavirus Crisis Prompt a Correction in Brand Safety Tactics?

Publishers urge more ingenuity over keyword blacklisting as the pandemic impacts revenue

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

Key insights:

The coronavirus pandemic is upending economies, sparking arguably the biggest work-from-home migration in history. And as the global calamity unfolds, audiences are naturally turning to trusted online news sources.

@SaraJerde sara.jerde@adweek.com Sara Jerde is publishing editor at Adweek, where she covers traditional and digital publishers’ business models. She also oversees political coverage ahead of the 2020 election.
@andrewblustein andrew.blustein@adweek.com Andrew Blustein is a programmatic reporter at Adweek.
@ronan_shields ronan.shields@adweek.com Ronan Shields is a programmatic reporter at Adweek, focusing on ad-tech.
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