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The cost of brand safety for publishers

The cost of brand safety for publishers
By VJ from Blockthrough • Issue #7 • View online
The concept of brand safety has been around for a while. Here’s what it means in a nutshell: Brands (for good reason) don’t want their ads to appear next to inappropriate or objectionable content.
Since brand safety is considered a buy-side issue, most articles and information that you’ll find online is covered from the advertisers’ perspective. However, brand safety directly affects publishers too.
When advertisers cut ad spend, use keyword blocklists, and narrow their site targeting lists—that’s lost revenue for publishers.
In our brand safety guide for publishers, we cover the topic from the publishers’ perspective, including how brand safety is enforced, the effectiveness of brand safety tools, the cost for publishers, and things they can do to understand and mitigate the revenue impact.
Here are some other stories you’ll find in this issue:
  • The 3 types of adblock revenue recovery strategies used by top publishers, along with pros and cons of each
  • A guest post authored by Marty Krátký-Katz, co-founder and CEO of Blockthrough, which includes the key takeaways from the 2021 PageFair Adblock Report
We hope you enjoy this issue. As always, if you have any feedback about this newsletter, just hit reply and send me your thoughts!

Latest articles from our blog
Brand safety: The missing manual for publishers
The 3 types of adblock recovery strategies (with pros and cons)
5 Takeaways from the 2021 PageFair Adblock Report [Guest post]
What's making news in ad tech
Google clarifies its stance on post-cookie advertising IDs – and it’s not good for ad tech
‘We’re not investing right now’: Publishers skeptical as ID tech comes knocking
Privacy Sandbox & Universal IDs: Like oil & water?
IPG study correlates quality media with ad effectiveness
About Blockthrough
Blockthrough is the market leader in adblock revenue recovery and the most popular solution among the top 150 US-Comscore websites. We help publishers monetize their adblocked audience using Acceptable Ads, while respecting user choice and experience.
Finalist, Best Early Stage Technology Company, AdExchanger
Finalist, Best Sell Side Innovation, The Drum
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VJ from Blockthrough

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