AOP on Youtube
AOP on Twitter
AOP on LinkedIn
AOP on Facebook

UK publishers losing digital ad revenue due to content 'blacklists'

 

Technology to stop ads running in stories about terrorism, for example, is blocking them from ‘safe’ stories too.

 

UK newspaper and magazine publishers lost almost £170m in digital revenue last year as technology designed to stop advertisements from appearing next to hard-hitting content, such as shootings and terrorism, also inadvertently blocked them from appearing in some of the most popular stories of the year.

 

Publishers found many articles related to some of the most well read and therefore commercially valuable stories of the year – on topics ranging from the Rugby World Cup to Game of Thrones – shorn of advertising.

 

When advertisers run digital campaigns they use keyword blacklists – stocked with trigger words such as “attack”, “death” and “sex” – that automatically stop ads running in potentially problematic stories that feature them.

 

UK publishers losing digital ad revenue due to content ’blacklists’

 

 

 

 

 

 

 

 

 

 

 

TwitterFacebook

Related

 

IAB report finds 94% of marketers use blacklists to tackle brand safety

Navigating the digital media wilderness

 

TwitterFacebook
AOP on LinkedIn
AOP on Twitter
AOP on Facebook
AOP on YouTube