Publishers try to bypass blacklisted words as covid-19 pandemic drains ad sales

While newspapers and digital publishing sites report large increases in traffic related to the coverage of the coronavirus pandemic, industry sources believe ad agencies regularly avoid displaying their programmatic ads along with stories about the virus. According to the Interactive Advertising Bureau, ad revenue is down 33% for digital publishers and 39% for older publishers, and the problem is that advertisers want to avoid all content related to the global pandemic. The words on the blacklist are not responsible for the total collapse, but they did play a part. Integral Ad Science said that when the crisis broke out in March, ‘coronavirus’ surpassed Trump as the most well-known keyword.

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