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Publishers struggle to make advertising revenue despite record digital readership

UK newspapers face losing £50m in digital revenues as advertisers use “blacklist” technology to block ads from appearing next to all stories that mention the coronavirus pandemic.

When advertisers run digital campaigns they use keyword blacklists – stocked with trigger words such as “attack” and “death” – that automatically stop ads running in potentially problematic stories that feature them. Publishers say that words related to the pandemic – such as coronavirus and Covid-19 - are appearing on blacklists across the industry.

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