The phenomenon peaked during the harshest period of the health crisis in early spring, when the world's population gradually became confined.
The advertising market has contracted sharply and, at the same time, online advertising players have tightened their rules.
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Advertisers, anxious not to feed the ambient anxiety, have multiplied the levers of control, sometimes excessively, in particular by developing a practice known as
blacklists
(
blacklists
or
blocklists
).
It is not new but has taken on unprecedented proportions.
These blacklists of keywords that can be contained in online articles and to which brands do not wish to be associated.
The rise of programmatic advertising
Example: the word coronavirus and all its equivalents (Covid, Sars, pandemic, etc.) have been banned from online “media plans”, automatically excluding entire sections of news site inventories because this word appeared in most articles.
The consequence is a loss of earnings
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