keyword blocking or blacklisting to avoid publishing ads next to content which 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.
During a March 2021 survey carried out among adult consumers from the United States, nearly 40 percent of respondents said they were likely (extremely or somewhat likely) to decide to buy brands' and companies' products based on where their ads appear. Ad publishers have adopted a strategy called Likelihood of consumers buying products based on where ads appeared in the United States as of March 2021
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MarketingCharts. (May 13, 2021). Likelihood of consumers buying products based on where ads appeared in the United States as of March 2021 [Graph]. In Statista. Retrieved June 13, 2024, from https://www.statista.com/statistics/1273767/impact-ad-adjacency-usa/
MarketingCharts. "Likelihood of consumers buying products based on where ads appeared in the United States as of March 2021." Chart. May 13, 2021. Statista. Accessed June 13, 2024. https://www.statista.com/statistics/1273767/impact-ad-adjacency-usa/
MarketingCharts. (2021). Likelihood of consumers buying products based on where ads appeared in the United States as of March 2021. Statista. Statista Inc.. Accessed: June 13, 2024. https://www.statista.com/statistics/1273767/impact-ad-adjacency-usa/
MarketingCharts. "Likelihood of Consumers Buying Products Based on Where Ads Appeared in The United States as of March 2021." Statista, Statista Inc., 13 May 2021, https://www.statista.com/statistics/1273767/impact-ad-adjacency-usa/
MarketingCharts, Likelihood of consumers buying products based on where ads appeared in the United States as of March 2021 Statista, https://www.statista.com/statistics/1273767/impact-ad-adjacency-usa/ (last visited June 13, 2024)
Likelihood of consumers buying products based on where ads appeared in the United States as of March 2021 [Graph], MarketingCharts, May 13, 2021. [Online]. Available: https://www.statista.com/statistics/1273767/impact-ad-adjacency-usa/