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Ad revenue losses due to keyword blocking 2020, by country

During a 2020 investigation it was found that online publishers from the United States lost 2.8 billion U.S. dollars of digital advertising revenue annually due to keyword blocking (blacklisting). In the United Kingdom (UK), the losses amounted to 220 million U.S. dollars.
Keyword blocking/blacklisting is an advertising strategy leading advertisers to stop their ads from being published next to content which associates negatively and endangers the reputation of the brand. In 2020, advertisers often blacklisted keyword connected with the coronavirus, which led to digital ad revenue losses among news sites covering the pandemic.

Annual advertising revenue losses incurred by keyword blocking in selected countries worldwide as of May 2020

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Release date

May 2020



Survey time period

as of May 2020

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Statistics on "Digital advertising in the U.S."

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