Over the next few hours, marketers across the U.S. will be watching the events of Inauguration Day closely, ready to pause, tweak or block ads from appearing against problematic content should things go sideways. While some marketers will stick to blunt tactics like blocking ads from news sites entirely, many are turning to more nuanced strategies that also ensure their dollars support quality journalism. “Ahead of the inauguration, we’re advising clients not to rely on keyword lists and instead take a more considered approach to where they invest in media to protect their brands,” said Joshua Lowcock, global brand safety officer at Universal McCann. Read more below.

• Keyword blocklists are increasingly part of, rather than the crux of, brand suitability strategies.
• The free, ad-supported streaming TV market has quickly expanded to the point of becoming overgrown.
• Publishers are sensing an opportunity and a responsibility in 2021 to invest more money and focus in reporting out national stories at a local level.
• Boosting staff morale is more critical than ever for employers, after a year of stalled business and cost containment.