Analysing context can be an important factor for advertisers to refine their brand safety approach.
This piece argues that blocking of coronavirus related keywords by the marketers can make it difficult for brands to reach a valuable audience. A cited report shows that UK newspapers can suffer a £50 million loss in online ad revenue due to blacklisting of coronavirus related keywords like “pandemic” and “Covid-19”.
Peter Wallace, UK commercial director at GumGum suggests advertisers should be open with their keyword-based brand safety strategies. He says that bluntly blocking content can make advertisers lose access to viable ad inventories and cause huge revenue losses to the publishers.
Wallace further adds that brands should have a clear understanding of the threshold for coronavirus related news. Advertisers can leverage contextual brand safety solutions to analyse the nuance and context of individual web-pages in real-time and identify threats.
[6 minute read]