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Digiday Research: Coronavirus-related keyword blocking is a problem for 43% of all publishers

Coronavirus- related keyword blocking has become a problem for 43% of publishers, according to a new Digiday survey of 127 publishing execs undertaken this month. The survey found that a quarter of publishers said it had not been a problem for them. Keyword blocking has been an issue for publishers ever since the coronavirus outbreak began. Even as many publishers have seen site-traffic grow, advertisers have been quick to add virus-related words to keyword blocklists, the idea being that this will avoid any fallout from their ads coming alongside articles about the virus, deaths and other issues. Meanwhile, a previous survey found that 40% of brands are not advertising next to coronavirus-related news online, up slightly from the same survey conducted a month ago, when 37% said they will not buy ads alongside coronavirus-related content. As our research has found, publisher revenues took a major hit in the first quarter, but publishers expect things to get worse in the second quarter.

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https://digiday.com/media/digiday-research-coronavirus-related-keyword-blocking-is-a-problem-for-43-of-all-publishers/

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