Consumer perception of ad adjacency in the UK 2021

During an April 2021 survey carried out among adult consumers from the United Kingdom, over 90 percent of respondents stated that they believed that it was (very or somewhat) important for advertisers to make sure their ads were not placed on websites or apps that contain dangerous, offensive, or inappropriate content. The strategy to avoid publishing ads next to content that associates negatively and endangers the reputation of the advertising brand is often based on keyword blocking or blacklisting. This phenomenon causes digital ad revenue losses among online publishers who are bound to report on negative news, such as the COVID-19 pandemic, but will not be able to attract brands to advertise next to such content.