Most of the time, advertising is reacting to a changing world. Brands have precious few tools to balance reach and brand safety, and keyword blocklists are at the top of that short list.
Spurred by the rapid global changes of the last two years, the use of keyword blocklists is at an all-time high. But as brand safety tools reached ubiquity in response to changing global conditions, they lost much of their elegance and with it their ability to help brands lead the way on important, salient topics.
