{"id":296951,"date":"2018-03-09T05:00:00","date_gmt":"2018-03-09T05:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/avoiding-false-positives-strategic-implementation-keyword-blocking\/"},"modified":"2023-07-12T11:41:46","modified_gmt":"2023-07-12T11:41:46","slug":"avoiding-false-positives-strategic-implementation-keyword-blocking","status":"publish","type":"post","link":"https:\/\/integralads.com\/apac\/insider\/avoiding-false-positives-strategic-implementation-keyword-blocking\/","title":{"rendered":"Avoiding false positives: Strategic implementation of keyword blocking"},"content":{"rendered":"

As brands continue to prioritize advertising in brand safe digital environments, advertisers are still fine-tuning the balance between brand safety and scale. \u00a0While no advertiser wants to inadvertently appear next to undesirable content, most also don\u2019t want brand safety thresholds so rigorous that they wind up blocking valuable inventory that is relevant to their target audience. \u00a0<\/span><\/p>\n

In addition to blocking by content categories like adult, hate speech, or violence, and adding specific websites to exclusion lists, advertisers may also choose to block by specific keywords. For example, blocking the keyword \u201cterror\u201d could prevent ads from serving on a respectable news site reporting on the \u201clatest terror attack.\u201d \u00a0Keyword blocking provides advertisers extra flexibility by allowing them to block content that may not be right for their brand, even if it passed content or exclusion list requirements. <\/span><\/p>\n

However, if advertisers are not strategic in their selection of blocked keywords, they may miss out on valuable brand safe inventory for their desired audiences. \u00a0Below are some examples of blocked keywords that might unintentionally limit inventory depending on the advertiser:\u00a0<\/span><\/p>\n