{"id":18314,"date":"2020-05-12T10:27:53","date_gmt":"2020-05-12T15:27:53","guid":{"rendered":"https:\/\/www.mediavine.com\/?p=18314"},"modified":"2024-06-27T11:26:46","modified_gmt":"2024-06-27T16:26:46","slug":"keyword-anti-targeting","status":"publish","type":"post","link":"https:\/\/www.mediavine.com\/blog\/keyword-anti-targeting\/","title":{"rendered":"Keyword Anti-Targeting: What to Know, What to Avoid, and Why You Shouldn&#8217;t Worry"},"content":{"rendered":"\r\n<div class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:0;padding-top:0;padding-bottom:0\">\r\n<article class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-bottom:0\">\r\n<section class=\"wp-block-group alignfull is-style-beige has-global-padding is-layout-constrained wp-container-core-group-is-layout-772205c6 wp-block-group-is-layout-constrained is-style-beige--1\" style=\"padding-top:var(--wp--preset--spacing--50)\">\r\n<header class=\"wp-block-group c-breadcrumbs aligngrid has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-61973aa6 wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:0\">\r\n<header class=\"wp-block-group aligngrid is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-d68226ec wp-block-group-is-layout-flex\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--30)\">\r\n<figure class=\"wp-block-image size-large is-resized\" style=\"margin-bottom:5px\"><img decoding=\"async\" src=\"https:\/\/mediavine-dev.d1.moderntribe.qa\/wp-content\/uploads\/2025\/10\/chevron-left2.svg\" alt=\"\" class=\"wp-image-542\" style=\"aspect-ratio:9\/16;object-fit:contain;width:auto;height:20px\"\/><\/figure>\r\n\r\n\r\n\r\n<p class=\"is-style-small is-style-small--2\"><a href=\"\/blog\/\">Back to Blog<\/a><\/p>\r\n<\/header>\r\n\r\n\r\n\r\n<hr class=\"wp-block-separator has-alpha-channel-opacity aligngrid\" style=\"margin-top:0;margin-bottom:0\"\/>\r\n<\/header>\r\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group alignfull is-style-default has-neutral-20-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-bottom:var(--wp--preset--spacing--70);padding-top:var(--wp--preset--spacing--40);padding-bottom:var(--wp--preset--spacing--60)\"><div class=\"aligncenter aligncenter wp-block-tribe-terms\"><ul class=\"wp-block-tribe-terms__list\"><li class=\"wp-block-tribe-terms__term\"><span class=\"wp-block-tribe-terms__link t-category\">Advertising<\/span><\/li><\/ul><\/div>\r\n\r\n<h1 style=\"margin-top:var(--wp--preset--spacing--10);\" class=\"has-text-align-center wp-block-post-title\">Keyword Anti-Targeting: What to Know, What to Avoid, and Why You Shouldn&#8217;t Worry<\/h1>\r\n\r\n\r\n<div class=\"wp-block-group is-content-justification-center is-nowrap is-layout-flex wp-container-core-group-is-layout-9b38c6d9 wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--30);margin-bottom:0;padding-top:0;padding-bottom:0\"><div style=\"margin-bottom:0;margin-top:0;margin-left:0;margin-right:0;\" class=\"has-text-align-center wp-block-post-author-name\">The Mediavine Team<\/div>\r\n\r\n\r\n<p>\u2022<\/p>\r\n\r\n\r\n<div style=\"padding-top:0;padding-bottom:0;padding-left:0;padding-right:0;margin-top:0;margin-bottom:0;margin-left:0;margin-right:0;\" class=\"has-text-align-center wp-block-post-date has-10-font-size\"><time datetime=\"2020-05-12T10:27:53-05:00\">May 12, 2020<\/time><\/div><\/div>\r\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-bottom:0\">If you&#8217;re familiar with the <a href=\"https:\/\/www.mediavine.com\/mediavine-requirements-why-our-application-process-yields-the-best-results\/\">Mediavine requirements<\/a> for joining our publisher community, you&#8217;re probably aware of brand safety and for good reason.\n\n<span style=\"font-weight: 400;\">The term brand safety is somewhat self-explanatory, as are the tools advertisers implement to maintain it \u2014 namely keyword blocking and block lists.<\/span>\n\n<!--more-->\n\nThe content published by websites that brands pay to be on is of the utmost importance to advertisers wary of who and what they are associated with.\n\n<span style=\"font-weight: 400;\">Ads placed next to content related to violence, extremism, topics targeted toward minors or other high-profile examples are anathema to brands.\u00a0<\/span>\n\nIn recent years, many family-friendly advertisers have requested that their ads no longer run next to this type of content or anywhere close to it.\n\nThe content an ad runs alongside is known in the industry as brand adjacency. (Yes, brand safety has now spawned an &#8220;adjacent&#8221; <a href=\"https:\/\/www.mediavine.com\/ad-tech-glossary\/\">ad tech term<\/a>.)\n\n<span style=\"font-weight: 400;\">Brand adjacency may sound like a term I made up, but its importance can&#8217;t be overstated as brands seek more control over where their ads appear.<\/span>\n<h3><strong>What keywords are the most blocked?<\/strong><\/h3>\nThe below graphic of most-blocked keywords tells the story. Some are obvious and usually avoidable, but it&#8217;s a broader set of terms than you might think.\n\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-18428\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/05\/THE-MOST-BLOCKED-KEYWORDS.png\" alt=\"infographic of the most blocked keywords\" width=\"800\" height=\"800\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/05\/THE-MOST-BLOCKED-KEYWORDS.png 1080w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/05\/THE-MOST-BLOCKED-KEYWORDS-300x300.png 300w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/05\/THE-MOST-BLOCKED-KEYWORDS-460x460.png 460w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/05\/THE-MOST-BLOCKED-KEYWORDS-150x150.png 150w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/05\/THE-MOST-BLOCKED-KEYWORDS-768x768.png 768w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/>\n\n<span style=\"font-weight: 400;\">From violent terms like \u201ckiller\u201d to general ones like \u201csex\u201d and the now-ubiquitous &#8220;COVID&#8221; and &#8220;pandemic,&#8221; many common words are being blocked.\u00a0<\/span>\n\n<span style=\"font-weight: 400;\">As we say on our list of <a href=\"https:\/\/help.mediavine.com\/en\/articles\/3808759-covid-19-mediavine\">Covid-19 related words to avoid<\/a>, these seemingly arbitrary blockages can impact ad revenue in certain circumstances.<\/span>\n\n<span style=\"font-weight: 400;\">Keyword block lists and anti-targeting methods are designed with good intentions, of course, but don&#8217;t always work out as planned.<\/span>\n\n<span style=\"font-weight: 400;\">From <a href=\"https:\/\/www.thehollywoodgossip.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">celebrity gossip<\/a> articles on the Duchess of Sussex Meghan Markle (note the word \u201csex\u201d in her royal title) to your food blog&#8217;s &#8220;killer&#8221; brownie recipe, websites are potentially running afoul of keyword block lists and anti-targeting methods without realizing it.<\/span>\n\n<span style=\"font-weight: 400;\">Beyond those weird and slightly humorous examples, news sites in particular are hamstrung by this on a daily basis. Reporting on violent crimes or the global health crisis is their reason for being, yet it now means their <a href=\"https:\/\/www.mediavine.com\/why-all-traffic-doesnt-monetize-the-same\/\">traffic doesn&#8217;t monetize the same<\/a> as it would have.<\/span>\n<h3><strong>How does anti-targeting happen?\u00a0<\/strong><\/h3>\n<span style=\"font-weight: 400;\">The most common way that anti-targeting works is through automated systems to pre-bid on a contextual basis in real-time as a page loads.<\/span>\n\n<span style=\"font-weight: 400;\">There are several companies that make this technology available to advertisers to incorporate into their bidding strategies. One such example is <a href=\"https:\/\/www.mediavine.com\/mediavine-partners-with-gumgum-as-verity-early-adopter\/\">Verity from GumGum<\/a>, which scans web pages and makes them available for contextual targeting and anti-targeting.\n<\/span>\n\n<span style=\"font-weight: 400;\">This technology is able to gauge the content risk of the actual words on the page, as well as the video and image content presented. This is far from a perfect method, which is why that \u201ckiller\u201d brownie recipe has a lower <a href=\"https:\/\/www.mediavine.com\/how-do-i-improve-my-rpm\/\">RPM<\/a> than more generically-titled recipes.<\/span>\n\nAnother simpler method of anti-targeting is the use of a crawler to scan pages, specifically URLs, passed through programmatic bids request and using only keywords from the URL.\n\nSome form of URL scanning technology is built into most <a href=\"https:\/\/www.mediavine.com\/what-is-a-dsp\/\">DSPs<\/a>.\n<h3><strong>What should you do about it?<\/strong><\/h3>\n<span style=\"font-weight: 400;\">This is, unfortunately, a burden shouldered by web publishers that does not extend to traditional media. No one blocks ads from appearing on the Food Network because of a recipe&#8217;s name, or from the local news as it reports on who knows what.<\/span>\n\n<span style=\"font-weight: 400;\">That being said, to use my least favorite cliche \u2014 it is what it is. <\/span>\n\n<span style=\"font-weight: 400;\">As arbitrary, even unfair as this seems, <a href=\"https:\/\/www.mediavine.com\/what-is-programmatic-advertising\/\">programmatic advertising<\/a> technology is always adapting to solve problems and there&#8217;s already been movement to ease these restrictions.<\/span>\n\nProviders are aware of these issues, and are updating their technology to better incorporate page context, so that &#8220;killer cake&#8221; is differentiated from &#8220;killer shoots&#8221; for example.\n\n<strong>In any case, don&#8217;t let this consume or distract you from creating quality content your audience wants.<\/strong>\n\n<span style=\"font-weight: 400;\"> Always post the content that makes sense for your visitors and, if you can avoid obvious words that you know advertisers steer clear of, this is helpful to keep in the back of your mind.<\/span>\n\n<span style=\"font-weight: 400;\">Also keep in mind, though, that keyword block lists don&#8217;t keep Google from indexing your site or readers from finding it. Worst case is that fewer advertisers may bid on the inventory.<\/span>\n\n<span style=\"font-weight: 400;\">As a result of this, a few posts may have less than optimal ad performance, but in all likelihood, this will not dramatically hurt website\u00a0RPM overall.<\/span>\n\n<img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-32944\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/09\/AdobeStock_425765359-cropped.jpg\" alt=\"man sitting on couch, looking at phone and smiling\" width=\"800\" height=\"450\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/09\/AdobeStock_425765359-cropped.jpg 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/09\/AdobeStock_425765359-cropped-320x180.jpg 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/09\/AdobeStock_425765359-cropped-768x432.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/09\/AdobeStock_425765359-cropped-480x270.jpg 480w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/09\/AdobeStock_425765359-cropped-375x211.jpg 375w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/09\/AdobeStock_425765359-cropped-369x208.jpg 369w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/09\/AdobeStock_425765359-cropped-569x320.jpg 569w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/09\/AdobeStock_425765359-cropped-353x199.jpg 353w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/09\/AdobeStock_425765359-cropped-288x162.jpg 288w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/09\/AdobeStock_425765359-cropped-335x188.jpg 335w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/09\/AdobeStock_425765359-cropped-347x195.jpg 347w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/09\/AdobeStock_425765359-cropped-520x293.jpg 520w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/09\/AdobeStock_425765359-cropped-640x360.jpg 640w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/>\n\nMediavine recently added <a href=\"https:\/\/www.mediavine.com\/page-level-reporting\/\">page-level reporting<\/a> to our <a href=\"https:\/\/www.facebook.com\/mediavinepublishernetwork\/videos\/2681386115417342\/\" target=\"_blank\" rel=\"noopener noreferrer\">revamped Dashboard 2.0<\/a>, allowing you to track which posts perform better than others.\n\nThere are countless other reasons <a href=\"https:\/\/www.mediavine.com\/why-does-my-rpm-change\/\">why RPM changes<\/a> from post to post, but page-level data is a great way to track and troubleshoot issues like this.\n\n<span style=\"font-weight: 400;\">Also, consider the alternative:<\/span>\n\n<span style=\"font-weight: 400;\">Avoiding controversial terms altogether, if you have no choice but to use them in context, will only mean less traffic \u2014 and no money at all. Don&#8217;t cut off your nose to spite your face. <\/span>\n\n<span style=\"font-weight: 400;\"> That being said, if you feel the need to use colorful language, <strong>definitely don&#8217;t use it in the URL<\/strong>, where it&#8217;s most easily scanned and blocked by DSPs.<\/span>\n\n<span style=\"font-weight: 400;\">And if you have the choice between calling your grandma&#8217;s recipe a \u201ckiller\u201d brownie or the \u201cgreatest of all-time\u201d brownie&#8230; I&#8217;d go with the latter.<\/span><span style=\"font-weight: 400;\">\n<\/span><\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:0\">\r\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-09aec4f2 wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--40);padding-top:var(--wp--preset--spacing--50);padding-right:0;padding-bottom:var(--wp--preset--spacing--60)\">\r\n<p class=\"is-style-small is-style-small--3\">About the author<\/p>\r\n\r\n\r\n<div style=\"margin-top:var(--wp--preset--spacing--20);\" class=\"wp-block-post-author\"><div class=\"wp-block-post-author__avatar\"><img alt='' src='https:\/\/secure.gravatar.com\/avatar\/e3220aded17a2f76bff75294b4d13f344d81294787c0a43b7aa017ba65d79008?s=96&#038;d=blank&#038;r=g' srcset='https:\/\/secure.gravatar.com\/avatar\/e3220aded17a2f76bff75294b4d13f344d81294787c0a43b7aa017ba65d79008?s=192&#038;d=blank&#038;r=g 2x' class='avatar avatar-96 photo' height='96' width='96' \/><\/div><div class=\"wp-block-post-author__content\"><p class=\"wp-block-post-author__name\"><a href=\"https:\/\/www.mediavine.com\/blog\/author\/guest\/\" target=\"_self\">The Mediavine Team<\/a><\/p><p 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class=\"wp-block-outermost-social-sharing-link-label screen-reader-text\">\n\t\t\tShare on WhatsApp\t\t<\/span>\n\t<\/a>\n<\/li>\n<\/ul>\r\n<\/div>\r\n<\/section>\r\n<\/article>\r\n\r\n\r\n\r\n<aside class=\"wp-block-group aligngrid  is-animated-on-scroll-25 tribe-animation-type-fade-in tribe-animation-direction-bottom is-layout-flow wp-block-group-is-layout-flow\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0;padding-top:var(--wp--preset--spacing--60);padding-bottom:var(--wp--preset--spacing--50);--tribe-animation-speed:0.6s;--tribe-animation-offset:50px;--tribe-animation-delay:0s;--tribe-animation-easing:var(--easing--ease-out-sine)\">\r\n<h2 class=\"wp-block-heading is-style-small is-style-small--5\" id=\"h-related-posts\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--40)\">Related Posts<\/h2>\r\n\r\n\r\n<div style=\"margin-bottom:0;\" class=\"b-related-posts b-related-posts--layout-grid  wp-block-tribe-related-posts\">\n\t\t\t\t\t<article class=\"c-post-card c-post-card__layout-vertical\">\n\t<div class=\"c-post-card__inner\">\n\t\t\t\t\t<div class=\"c-post-card__image aspect-ratio-cover aspect-ratio-3-2\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-1024x576.png\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-1024x576.png 1024w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-320x180.png 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-768x432.png 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-1536x864.png 1536w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-680x383.png 680w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-1280x720.png 1280w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image.png 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/>\t\t\t<\/div>\n\t\t\t\t<div class=\"c-post-card__content\">\n\t\t\t\t\t\t\t<p class=\"c-post-card__primary-category t-category\">Advertising<\/p>\n\t\t\t\t\t\t<h3 class=\"c-post-card__title t-display-xx-small t-transparent-underline\">Why eCPMs Rise and Fall Throughout the Year (And How to Work With It)<\/h3>\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata-readtime\">6 minutes<\/p>\n\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-author t-body-small\">Brad Hagmann<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-separator t-body-small\">\u2022<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-date t-body-small\">Jan 21, 2026<\/span>\n\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<p class=\"c-post-card__excerpt\">Back to Blog \u2022 This article was updated on January 21, 2026, to reflect the 2026 eCPM calendar. If you\u2019ve ever looked at your dashboard and thought, \u201cWhat just happened?\u201d You\u2019re not alone. eCPMs move seasonally. Sometimes dramatically. And while it can feel random in the moment, those swings usually have very little to do&#8230;<\/p>\n\t\t\t<\/div>\n\t<a href=\"https:\/\/www.mediavine.com\/blog\/best-ecpm-days\/\" class=\"c-post-card__link-overlay\" aria-label=\"Read more about Why eCPMs Rise and Fall Throughout the Year (And How to Work With It)\"><\/a>\n<\/article>\n\t\t\t\t\t<article class=\"c-post-card c-post-card__layout-vertical\">\n\t<div class=\"c-post-card__inner\">\n\t\t\t\t\t<div class=\"c-post-card__image aspect-ratio-cover aspect-ratio-3-2\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"711\" height=\"533\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/01\/Blog-Images-Kendall-2-edited-3.png\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/01\/Blog-Images-Kendall-2-edited-3.png 711w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/01\/Blog-Images-Kendall-2-edited-3-320x240.png 320w\" sizes=\"auto, (max-width: 711px) 100vw, 711px\" \/>\t\t\t<\/div>\n\t\t\t\t<div class=\"c-post-card__content\">\n\t\t\t\t\t\t\t<p class=\"c-post-card__primary-category t-category\">Advertising<\/p>\n\t\t\t\t\t\t<h3 class=\"c-post-card__title t-display-xx-small t-transparent-underline\">What to Expect From eCPMs in Q1 (And How to Plan for It)<\/h3>\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata-readtime\">5 minutes<\/p>\n\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-author t-body-small\">Brad Hagmann<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-separator t-body-small\">\u2022<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-date t-body-small\">Jan 16, 2026<\/span>\n\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<p class=\"c-post-card__excerpt\">Back to Blog 4 min read \u2022 \u2022 Q1 has a reputation. For many publishers, it\u2019s the quarter where eCPMs cool off, dashboards look less exciting, and questions start popping up fast. Is something wrong? Did I miss something? Should I be worried? Short answer: probably not. Q1 behaves the way it does for reasons&#8230;<\/p>\n\t\t\t<\/div>\n\t<a href=\"https:\/\/www.mediavine.com\/blog\/what-to-expect-from-ecpms-in-q1-and-how-to-plan-for-it\/\" class=\"c-post-card__link-overlay\" aria-label=\"Read more about What to Expect From eCPMs in Q1 (And How to Plan for It)\"><\/a>\n<\/article>\n\t\t\t\t\t<article class=\"c-post-card c-post-card__layout-vertical\">\n\t<div class=\"c-post-card__inner\">\n\t\t\t\t\t<div class=\"c-post-card__image aspect-ratio-cover aspect-ratio-3-2\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"512\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-1024x512.jpg\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-1024x512.jpg 1024w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-320x160.jpg 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-768x384.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-1170x585.jpg 1170w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-800x400.jpg 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-569x285.jpg 569w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-960x480.jpg 960w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-1080x540.jpg 1080w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03.jpg 1200w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/>\t\t\t<\/div>\n\t\t\t\t<div class=\"c-post-card__content\">\n\t\t\t\t\t\t\t<p class=\"c-post-card__primary-category t-category\">Advertising<\/p>\n\t\t\t\t\t\t<h3 class=\"c-post-card__title t-display-xx-small t-transparent-underline\">Mediavine&#8217;s CMP Moves to CONSENTMANAGER: Unlocking Enhanced Compliance and Revenue Opportunities for Publishers<\/h3>\t\t\t\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-author t-body-small\">The Mediavine Team<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-separator t-body-small\">\u2022<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-date t-body-small\">Jun 2, 2025<\/span>\n\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<p class=\"c-post-card__excerpt\">Back to Blog \u2022 As the digital advertising landscape evolves, the need for effective data management and compliance has never been more critical. As part of our commitment to providing exceptional solutions for our publishers, Mediavine is excited to announce our partnership with CONSENTMANAGER, a third-party Consent Management Platform (CMP).&nbsp; As a part of this&#8230;<\/p>\n\t\t\t<\/div>\n\t<a href=\"https:\/\/www.mediavine.com\/blog\/mediavines-cmp-moves-to-consentmanager\/\" class=\"c-post-card__link-overlay\" aria-label=\"Read more about Mediavine&#8217;s CMP Moves to CONSENTMANAGER: Unlocking Enhanced Compliance and Revenue Opportunities for Publishers\"><\/a>\n<\/article>\n\t<\/div>\n<\/aside>\r\n<\/div>\r\n","protected":false},"excerpt":{"rendered":"<p>Back to Blog \u2022 If you&#8217;re familiar with the Mediavine requirements for joining our publisher community, you&#8217;re probably aware of brand safety and for good reason. The term brand safety is somewhat self-explanatory, as are the tools advertisers implement to maintain it \u2014 namely keyword blocking and block lists. If you&#8217;re familiar with the Mediavine&#8230;<\/p>\n","protected":false},"author":44459,"featured_media":21697,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_searchwp_excluded":"","footnotes":""},"categories":[14],"tags":[],"audience_post":[],"class_list":["post-18314","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.1.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Keyword Anti-Targeting: What to Know, What to Avoid, and Why You Shouldn&#039;t Worry - Mediavine<\/title>\n<meta name=\"description\" content=\"Learn about keyword anti-targeting, keyword blocking and block lists, which are tools utilized for brand safety standards for advertisers.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mediavine.com\/blog\/keyword-anti-targeting\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Keyword Anti-Targeting: What to Know, What to Avoid, and Why You Shouldn&#039;t Worry\" \/>\n<meta property=\"og:description\" content=\"Learn about keyword anti-targeting, keyword blocking and block lists, which are tools utilized for brand safety standards for advertisers.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.mediavine.com\/blog\/keyword-anti-targeting\/\" \/>\n<meta property=\"og:site_name\" content=\"Mediavine\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/mediavinepublishernetwork\/\" \/>\n<meta property=\"article:published_time\" content=\"2020-05-12T15:27:53+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-06-27T16:26:46+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/02\/blogging.png\" \/>\n\t<meta property=\"og:image:width\" content=\"800\" \/>\n\t<meta property=\"og:image:height\" content=\"533\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"The Mediavine Team\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@mediavine\" \/>\n<meta name=\"twitter:site\" content=\"@mediavine\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"The Mediavine Team\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.mediavine.com\/blog\/keyword-anti-targeting\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.mediavine.com\/blog\/keyword-anti-targeting\/\"},\"author\":{\"name\":\"The Mediavine Team\",\"@id\":\"https:\/\/www.mediavine.com\/#\/schema\/person\/42bab770c4abea46b536a202c15e3cbf\"},\"headline\":\"Keyword Anti-Targeting: What to Know, What to Avoid, and Why You Shouldn&#8217;t Worry\",\"datePublished\":\"2020-05-12T15:27:53+00:00\",\"dateModified\":\"2024-06-27T16:26:46+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.mediavine.com\/blog\/keyword-anti-targeting\/\"},\"wordCount\":906,\"publisher\":{\"@id\":\"https:\/\/www.mediavine.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.mediavine.com\/blog\/keyword-anti-targeting\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/08\/mediavine-11.jpg\",\"articleSection\":[\"Advertising\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.mediavine.com\/blog\/keyword-anti-targeting\/\",\"url\":\"https:\/\/www.mediavine.com\/blog\/keyword-anti-targeting\/\",\"name\":\"Keyword Anti-Targeting: What to Know, What to Avoid, and Why You Shouldn't Worry - 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