#BackdontBlock campaign to support journalism launches
IAB UK
Led by the UK’s news brands, the campaign aims to change advertisers’ use of keyword blocking during the COVID-19 outbreak, as the industry predicts it will lose £50 million
The UK’s newspaper publishers, co-ordinated by trade body Newsworks and supported by industry bodies including IAB UK, have joined forces to call on advertisers to support quality journalism during the COVID-19 crisis.
With people turning to digital news brands to stay up-to-date with the fast evolving situation, demand for quality, accurate reporting is surging. However, advertisers’ use of keyword blocklists is preventing ads from being served alongside this content.
As a result, Newsworks predicts that the industry will lose £50 million if the pandemic continues for another three months. The campaign was launched via an open letter in newspapers. Read it here.
In January, IAB UK launched a Content Verification Guide, created in partnership with other trade bodies and content verification tool providers, to provide advertisers with practical advice on keyword blocking. Download it here.
Related content
Stay Engaged Session 3: Blood Without Bias: Rallying a Social Community for Change
Learn more
Ad blocking software - consumer usage and attitudes
Learn more
IAB Ad Blocking FAQs 2016
Learn more
IAB UK launches principles to address Ad Blocking
Learn more
State of AI in Advertising: Charting the Shift from Automation to Autonomy
Explore how AI is reshaping advertising, from autonomous systems to changing consumer discovery, with key findings, deeper analysis and latest industry commentary in this report