Content that endangers brand safety in the U.S. 2023

During a survey carried out in the third quarter of 2023 adult consumers from the United States, 68 percent of respondents said it would be inappropriate for a brand to advertise next to hate speech and content showing acts of agression. Adult and excplicit sexual content followed in second place, named by 65 percent of interviewed consumers. Ad publishers have adopted a strategy called keyword blocking or blacklisting to avoid publishing ads next to content that associates negatively and endangers the reputation of the advertising brand. 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.