Publisher’s revenue is being affected as third-party companies blacklist content around COVID-19

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 24, 2020, 12:35 PM UTC

This is exposing the “inadequacies” of the ad tech ecosystem.

As third-party measurement companies blacklist content linked to coronavirus in the name of brand safety, publishers are unable to monetise the traffic coming from “news-hungry” visitors as per AdAge. The blacklisting impacts advertising revenue for publishers at a time when they need it the most.

The New York Times has reportedly alerted its investors of a possible 10% decline in digital revenue. Among the several companies that are blacklisting content related to the pandemic include DoubleVerify.

According to a cybersecurity company Cheq, inappropriate blocking of safe content on premium news sites caused a revenue loss of $2.8 billion last year. Ryan Pauley, chief revenue officer at Vox media points out that, “This is going to highlight some of the inadequacies of the ad technology ecosystem.”

Read the original article

[1 minute read]