Ad Tech

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

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

Extreme keyword blocking has cost U.S. news publishers $4.1 billion this year.Getty Images

By Sara Jerde & Andrew Blustein & Ronan Shields

March 19, 2020

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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.

Sara Jerde

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.

Andrew Blustein

Andrew Blustein is a programmatic reporter at Adweek.

Ronan Shields

Ronan Shields is Adweek's programmatic editor.

Ad Tech

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

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

Sara Jerde

Andrew Blustein

Ronan Shields

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