The Ozone Project's CEO, Damon Reeve, talks to Campaign about how keyword blocking pushes advertisers into the long-tail of unregulated content…
Tuesday 14th April - first published on Campaignlive.co.uk
Below is the full comment from Ozone’s CEO, Damon:
The past few weeks have been changeable to say the least. While some advertisers have paused and moved their activity, we've seen others move spend into addressable environments and adapt their creative to suit the current situation.
We're also seeing a lot of support for Ozone's ability to deliver in high attention, trusted environments - a common denominator across the news brands industry at large. The #BackdontBlock industry-wide initiative from Newsworks has stimulated really positive discussions and support from agencies, advertisers and, as we've now seen, the government.
The next step is to see that support convert into positive action. Of course, #BackdontBlock helps publishers, but it's also critical for brands too. By blocking trusted and quality editorial environments that are publishing many positive articles about life during coronavirus times, advertisers will inadvertently push their media spend into unregulated and unknown long-tail content, which ironically puts their brand at greater risk.
