Key Findings:


  • Blocking of all News leaves out significant brand-safe and suitable inventory in content-rich environments.
  • Advertisers should feel confident they can spend in the News category and still have a very aggressive stance to ensure their ads appear in brand safe and suitable environments that are aligned with their brand.
  • Solutions are not just about context.


  • Are missing out on revenue. Unfair to publishers as News is a populous category that draws a lot of high-value users.
  • Advertisers are over-blocking, using blunt-instruments to avoid unsafe environments at the loss of impressions within content-rich environments while there are more elegant solutions available.

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