Consumer perception of ad adjacency in the UK 2023

During an August 2023 survey carried out among consumers from the United Kingdom, 78 percent of respondents stated that they believed that brands were respondible for the content surrounding their ads; 80 percent said the content surrounding a brand's ads was a reflection of the brand's values. The strategy to avoid publishing ads next to content that 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.