Blocklists Are ‘Surgery With a Guillotine,’ So Dow Jones Built a Brand Safety Tool

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  • Blocklists Are ‘Surgery With a Guillotine,’ So Dow Jones Built a Brand Safety Tool

There’s still a lot of room for improvement in how the industry tackles brand safety, but slowly, the move away from broad-sweeping keyword blocklists is gaining pace. For its part, Dow Jones has built an artificial intelligence tool to sharpen advertisers’ keyword blocklists, making them suitable and relevant for the company’s three titles. In doing…

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