Managing keyword exclusion lists during violent conflict

As Russia’s invasion of Ukraine continues to dominate news coverage, there is a danger that publishers will be deprived of ad revenue from marketers wishing to protect their brands from association with perceived negative content.

How to approach keyword exclusions

Keyword list technology blocks all content, regardless of whether it is negative or positive in sentiment. Therefore, while blocking terms such as ‘Russia’ and ‘Ukraine’ may help an advertiser to avoid Kremlin disinformation, it will also prevent its ads appearing against high-quality journalism.

According to a new WARC Exclusive, advertisers should re-evaluate keyword list strategies in light of current events.

• Keyword lists should only be a proactive final line of defence against brand-specific nuances, such as product recalls, legal judgments, or workplace accidents.
• Lists should not be updated in relation to current events, unless that person, event, or policy will pertain to a brand for years to come.
• Marketers are advised to work with third-party verification players, which have standard content controls that adhere to the Global Alliance for Responsible Media’s (GARM) brand safety category for ‘Death, Injury or Military Conflict’.

Why it matters

Research shows that consumers will not think any less of a brand for advertising against ‘hard news’: 90% of consumers surveyed by Yahoo agree that news is brand-suitable even when adjacent to COVID-19 or graphic content about war.

Key quote

“If marketers can continue to align with the news during times of global conflict and violence, it helps to play a vital role in reducing misinformation and promoting truth.” – Diana Romero, associate director, global digital standards, PMX.

Read more in Brand safety and integrity during global conflicts and violence.