Brand Suitability and the Case Against Keyword Blocklisting

Brand suitability has become an important consideration for brands and agencies in 2020. Quality journalism drives superior engagement and attention amongst consumers, but brands want to ensure that they’re not placing ads next to stories of ‘current tragedy’. New technologies have emerged to help navigate digital content, yet old errors persist. Join Mike Hemmings, head of EMEA insights, for a discussion of why one such method - blocking content based on the presence of keywords - can cost your campaign dearly.