Just as the wave of Covid-19 keyword blocking began to ease, advertisers turned their brand safety concerns to another news story: coverage of protests over the death of George Floyd.
But indiscriminately blocking additional keywords, such as those surrounding civic unrest, may prove to be an overcorrection, according to a recent GroupM report.
The findings come after months of Covid-fueled advertiser wariness. In response to a perceived brand safety threat, many cut ad spending as the Covid-19 pandemic began to take hold in the U.S.
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