As News Coverage on Covid-19 Continues, Advertisers Ease Up on Keyword Blocking

Marketers appear to be turning a corner on how they view the pandemic in regards to brand safety

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The economic impact of Covid-19 has been profound, characterized by pullbacks in ad spend with the extent of the uncertainty characterized by bailouts, layoffs and pay cuts.

For publishers, the pain has been particularly acute, partly through ad tech’s ability for buyers to automatically prevent ads being served next to content discussing the global pandemic, which is arguably the news item to set the agenda for the decade to come. This is a process popularly known in ad-tech circles as keyword blocking, or blacklisting, a phenomena news



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