Covid-19 heats up the race to combat advertising’s keyword blocking problem

With publishers braced for an intense revenue squeeze in the next calendar year, industry trade bodies and governments are now wading into the keyword blocking debate in a bid to ensure the survival of the news industry.

2020 has seen a shift in tone in the conversations marketers are having with their media agencies about ad misplacement. Over the last 12 months, the debate has evolved from brand safety fears on YouTube and Facebook to questions about whether premium publishers are brand-suitable.

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