Coronavirus climbs up keyword block lists, squeezing news publishers' programmatic revenues

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The surge in keyword blocking is expected to lower advertiser demand so much that publisher ad inventory on Coronavirus stories will start to become under-priced.

March 09, 2020

The media industry has braced for shocks to their ad revenues as the coronavirus ripples through the global economy. But publishers may have to deal with short-term pain too, as brands and platforms add terms associated with the disease to their keyword block lists. Read more below.

The surge in keyword blocking is expected to lower advertiser demand so much that publisher ad inventory on Coronavirus stories will start to become under-priced. Mobile marketing experts were hopeful policy change could help improve user loyalty within apps, but also warned that a sharp uptick in notifications will quickly result in users reaching for the uninstall button. In expanding to more than 200 countries and territories, DAZN is looking to establish itself as the international streaming option for major sports leagues. Chili's is looking to use TikTok to connect with younger consumers. TikTok is part of the chain's overall push to do more digital marketing. Other things to know about

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Coronavirus climbs up keyword block lists, squeezing news publishers' programmatic revenues

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