{"id":301081,"date":"2020-04-20T04:00:00","date_gmt":"2020-04-20T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/ias-update-covid-19-keyword-blocking\/"},"modified":"2024-10-26T09:45:53","modified_gmt":"2024-10-26T09:45:53","slug":"ias-update-covid-19-keyword-blocking","status":"publish","type":"post","link":"https:\/\/integralads.com\/uk\/insider\/ias-update-covid-19-keyword-blocking\/","title":{"rendered":"IAS Update: COVID-19 &#038; Keyword Blocking"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"font-weight: 400;\">On Friday 17th April 2020, the UK Government <\/span><span style=\"font-weight: 400;\">issued a letter<\/span><span style=\"font-weight: 400;\"> to all brands. This letter from the Department for Media, Culture and Sport Minister acknowledges the challenges the digital advertising industry currently faces, and requests consideration be given to all sides of the digital advertising industry.<\/span><\/span><\/span><\/span><\/span><\/p>\n<h4>Brand safety and suitability best practices<\/h4>\n<p><span style=\"font-weight: 400;\">The Minister calls for a \u201cconstructive, collaborative approach\u201d and for all \u201cto play your part in supporting the news sector by reviewing the guidance and your business\u2019 application of it.\u201d The Minister also encourages<\/span><span style=\"font-weight: 400;\">\u00a0all to review the latest <\/span><span style=\"font-weight: 400;\">keyword guidance for brands<\/span><span style=\"font-weight: 400;\">, published by ISBA.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In support of this letter, the IAB UK has <\/span><a href=\"https:\/\/www.iabuk.com\/news-article\/CV-statement-keywords-covid19\"><span style=\"font-weight: 400;\">published a joint statement<\/span><\/a><span style=\"font-weight: 400;\"> from content verification partners, including IAS, to clarify positioning on this matter and show support of the guidance from the UK Government.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">IAS has created a useful guide on how to limit keyword blocking and manage your brand safety in the current climate, called &#8220;<strong>COVID 19: Brand Safety &amp; Suitability<\/strong>&#8220;. This guide will support the industry in navigating how to manage brand safety and suitability<\/span><span style=\"font-weight: 400;\"> at this difficult time. Please do download the guide and feel free to reach out to us at <\/span><a href=\"mailto:infoUK@integralads.com\"><span style=\"font-weight: 400;\">infoUK@integralads.com<\/span><\/a><span style=\"font-weight: 400;\"> for any further information.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">During this time, IAS will continue to work with brands to ensure advertising campaigns continue to achieve scale and reach, whilst also working with news publishers to minimise the<\/span><span style=\"font-weight: 400;\"> negative impact they are currently facing due to keyword blocking.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For more guidance around COVID-19 and brand safety, please head to <a href=\"\/fr\/insider\/covid-19-quelle-alternative-aux-mots-cles\/\">our dedicated COVID-19 page.<\/a>\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>How to take a nuanced approach to keyword blocking and support quality journalism. Review the latest keyword guidance for brand here<\/p>\n","protected":false},"author":1,"featured_media":296332,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[296,290],"tags":[],"class_list":["post-301081","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-safety-suitability-uk","category-insights-uk"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>IAS Update: COVID-19 &amp; Keyword Blocking - Integral Ad Science<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/integralads.com\/uk\/insider\/ias-update-covid-19-keyword-blocking\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"IAS Update: COVID-19 &amp; Keyword Blocking\" \/>\n<meta property=\"og:description\" content=\"How to take a nuanced approach to keyword blocking and support quality journalism. 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