Keyword blacklisting has become a significant issue for publishers, leading to substantial revenue losses. US news publishers lost $2.8 billion to keyword blacklisting in 2019, while UK news and magazine publishers lost £170. Here are five ways publishers are addressing this challenge:
1. Contextual Analysis
Moving Beyond Simple Keyword Matching
Publishers are implementing advanced contextual analysis tools to provide a more nuanced understanding of content. These tools go beyond simple keyword matching, analyzing the overall context and sentiment of articles.
2. Synonym Substitution
Finding Alternative Words
One of the easiest solutions is to avoid using blacklisted keywords and find synonyms that convey the same meaning without triggering content blocks. This approach requires careful editing and a robust vocabulary.
3. Collaboration with Advertisers
Building Trust and Understanding
Publishers are actively engaging with advertisers to educate them about the nuances of content and the unintended consequences of overly broad blacklists. This collaboration aims to create more targeted and effective brand safety measures.
4. Improved Content Categorization
Enhancing Metadata and Tagging
By implementing more precise content categorization and tagging systems, publishers can help advertisers better understand the nature of their content. This allows for more accurate targeting and reduces the likelihood of false positives in keyword blocking.
5. Diversifying Revenue Streams
Reducing Dependence on Traditional Advertising
To mitigate the impact of keyword blacklisting, many publishers are exploring alternative revenue streams. This includes developing subscription models, sponsored content, and other forms of monetization that are less susceptible to keyword-based restrictions.
By implementing these strategies, publishers can better navigate the challenges posed by keyword blacklisting while maintaining the integrity of their content and preserving their revenue streams.