Note: If you want to jump straight into interesting findings, please go directly to the Results sections. But there are also many idiosyncratic keywords, such as “Cook Islands”, “Oprah”, “Taylor Swift”, and “Kobe Bryant”. These lists include what may be scary or sad subjects such as “rape” and “murder”, as well as social justice topics, such as “Black Lives Matter”, “class action”, “1989 crackdown” (possible Tiananmen Square allusion), “Jamal Khashoggi”, and “bisexual”. The dataset contains 7,020 distinct keywords or phrases from the union of these different keyword lists. Numerous brands or projects, such as the male enhancement medication Cialis or the NASA Space Launch System (SLS), also appear to have their own IAS keyword lists. Several dozen international and Fortune 500 companies appear in this dataset. Here you can see various derived keyword lists on a article by Megan Graham. The Adalytics browser extension allows users to see some of the brand safety related data on different news websites. This analysis discusses such a dataset, which consists of 445 different keyword lists. #URL EXTRACTOR FOR CONTEXTUAL ADVERTISING CODE#Through careful inspection of the Javascript code present on several dozen websites, as well as by looking through tens of thousands of webpage recordings in repositories such as URLScan.io, MIT Common Crawl, and the Internet Archive, it is possible to assemble a dataset of what appear to be IAS customer keyword lists. Generally speaking, this should prevent the feline food company’s ads from showing on webpages that contain the string “dog”.Ī list of the most commonly blocked keywords in November, 2019. If a brand producing luxury cat food wants to avoid their ads from loading on pages about dogs, they can add the keyword “dog” to their avoidance keyword list. The intended goal of technologies such as this is to prevent ads from appearing on violent or extremist webpages.Īdvertisers who use IAS (or other semantic contextual solutions) can configure specific keyword or sentiment lists to control where their ads appear. This information can be used to help decide whether a given article is ‘brand safe’ for an ad to appear on. Integral Ad Science (IAS) scans the text content and the URL strings of millions of web pages, and uses Natural Language Processing (NLP) techniques to extract the entities, key phrases, and general sentiment of each article. What does this random bag of words have in common?Īll of these words and phrases appear in “ Negative_Keywords_3.2”, a keyword list used by Integral Ad Science, an American ad tech company that specializes in digital ad verification. ⚠️ Here is the AirTable of the keyword lists (link) Based on IAS's response, I've decided to remove any ambiguity and edited the original post to remove these brands. The data that has been reported to be advertiser keyword blocklists are, in fact, not advertiser keyword blocklists.' My original post also included references to specific brands. Recently, we received additional information from Integral Ad Science (IAS) and the following response from an IAS spokesperson: 'This blog post reflects a misunderstanding of Integral Ad Science (IAS), its technology, and how advertisers work with IAS to address their brand suitability and safety needs. However, I also noted that my conclusions were based on purely observational data, and I invited readers to submit additional information. 2nd, 2021 - In my original post, I described data that appeared to be advertiser blocklists.
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