During a 2020 investigation it was found that online publishers from the United States lost *** billion U.S. dollars of digital advertising revenue annually due to keyword blocking (blacklisting). In the United Kingdom (UK), the losses amounted to *** million U.S. dollars. Keyword blocking/blacklisting is an advertising strategy leading advertisers to stop their ads from being published next to content which associates negatively and endangers the reputation of the brand. In 2020, advertisers often blacklisted keyword connected with the coronavirus, which led to digital ad revenue losses among news sites covering the pandemic.
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Cheq, & University of Baltimore (Merrick School of Business). (May 15, 2020). Annual advertising revenue losses incurred by keyword blocking in selected countries worldwide as of May 2020 (in million U.S. dollars) [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 24, 2026, from /statistics/1218455/advertising-revenue-loss-keyword-blocking/
Cheq, und University of Baltimore (Merrick School of Business). "Annual advertising revenue losses incurred by keyword blocking in selected countries worldwide as of May 2020 (in million U.S. dollars)." Chart. May 15, 2020. ÌÇÐÄÆƽâ°æ. Accessed July 24, 2026. /statistics/1218455/advertising-revenue-loss-keyword-blocking/
Cheq, University of Baltimore (Merrick School of Business). (2020). Annual advertising revenue losses incurred by keyword blocking in selected countries worldwide as of May 2020 (in million U.S. dollars). ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 24, 2026. /statistics/1218455/advertising-revenue-loss-keyword-blocking/
Cheq, and University of Baltimore (Merrick School of Business). "Annual Advertising Revenue Losses Incurred by Keyword Blocking in Selected Countries Worldwide as of May 2020 (in Million U.S. Dollars)." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 15 May 2020, /statistics/1218455/advertising-revenue-loss-keyword-blocking/
Cheq & University of Baltimore (Merrick School of Business), Annual advertising revenue losses incurred by keyword blocking in selected countries worldwide as of May 2020 (in million U.S. dollars) ÌÇÐÄÆƽâ°æ, /statistics/1218455/advertising-revenue-loss-keyword-blocking/ (last visited July 24, 2026)
Annual advertising revenue losses incurred by keyword blocking in selected countries worldwide as of May 2020 (in million U.S. dollars) [Graph], Cheq, & University of Baltimore (Merrick School of Business), May 15, 2020. [Online]. Available: /statistics/1218455/advertising-revenue-loss-keyword-blocking/
