Minority Community Publishers Hurt Worse by Keyword Blocking

Keyword blocking, the industry’s enduring pain point, has a far harsher impact on publishers catering to Black and minority audiences, according to publishers, media networks and brand safety businesses.

Incorrect keyword blocking cost U.S. publishers $2.8 billion in 2019. Media executives at mainstream news outlets say they lose between 10% and 30% of ad revenue from bloated and blanket keyword blocklists.

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