"More than half of the brand-suitable pages on the Reuters.com news site were flagged by keyword blocklists, limiting opportunities to reach loyal audiences."
"The effect wasn't just limited to news content; the Reuters.com/lifestyle vertical also had some of its brand-suitable pages blocked."
"Our belief is that it is in everyone's interest, including the marketers, not to use this tool at this point."
"The study looked exclusively at Reuters content that would be considered either low- or medium-risk according to IAS' brand suitability measurement."
Keyword blocklists hinder advertisers from reaching valuable news audiences, as evidenced by a study showing over half of brand-suitable pages on Reuters.com were blocked. This practice limits monetization opportunities for news publishers and affects various content types, including lifestyle. The partnership between Integral Ad Science and Reuters aimed to highlight the negative impact of keyword blocking on brand suitability. Both companies advocate for a shift away from this outdated method to benefit marketers and the industry as a whole.
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