Consumer perception of brand safety in the U.S. 2021

During a November 2021 survey carried out among adult consumers from the United States, nearly 80 percent of respondents strongly or somewhat agreed that brands should be concerned about their ads appearing next to negative content on a website or app. The strategy to avoid publishing ads next to content which 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.

在2021年11月对来自美国的成年消费者进行的一项调查中，近80%的受访者强烈或在一定程度上认同，品牌应当关注其广告出现在网站或应用中与负面内容相邻的情况。避免发布与负面内容相关联且可能损害广告品牌声誉的广告的策略，通常基于关键词屏蔽或列入黑名单。这一现象导致必须报道负面新闻，如COVID-19大流行等，的在线出版商遭受数字广告收入损失，而他们却无法吸引品牌在其内容旁边进行广告投放。