Advertisers Now Have a New Keyword Concern: ‘Protest’

As demonstrations dominate headlines, brand safety doesn't mean hiding out, GroupM urges

protesters marching toward the white house
The practice of keyword blocking has been reinvigorated surrounding protest coverage. Getty Images

Just as the wave of Covid-19 keyword blocking began to ease, advertisers turned their brand safety concerns to another news story: coverage of protests over the death of George Floyd.

Ethan Wu is an intern on Adweek’s media team. He is also a rising senior studying economics at Cornell University.
Rachel Winicov is a freelance writer for Adweek focusing on digital media, ad tech and social media.