Yesterday, Xaxis recommended the use of keyword blocking as a better solution to guarantee brand safety when buying programmatic advertising. Keyword blocking allows “advertisers to stay in premium news environments while avoiding unsafe content.”
Jade Juma, Manager of Automated Trading at Xaxis, wrote that “instead of omitting an entire inventory category, buyers can leverage keyword technology partners, which go beyond domain-level filtering by analyzing each article’s content.”
With negative keywords, advertisers can ensure that ads do not appear next to such words or phrases. Advertisers can safely run on news pages, that many times, also feature content on weather, entertainment, sports, travel, and finance.