Rather than relying on negative keyword avoidance, we recommend using Comscore’s standard brand safety segments. This helps eliminate the need to continually add keywords and helps to reduce the chance of avoiding a page that may be good for the brand. Here are two examples:
- If a brand wants to avoid running alongside any content about a mass shooting, we would recommend that they use the standard brand safety segments, “Safe from Crime and Violence” and “Safe from Weapons.” Comscore’s technology will be able to identify an article about a new mass shooting in real-time without the need for the marketer to add the city where the latest shooting occurred.
- If the brand includes the word “shot” on their negative keyword list to avoid articles about violence, they may also be avoiding sports articles that indicate “he shot 10 for 10 from the free throw line” or entertainment articles that note “Game of Thrones was shot in Croatia.”
Here is a full list Comscore’s standard brand safety segments:
• Safe from Accidents
• Safe from Alcohol
• Safe from Click-Baiting
• Safe from Crime and Violence
• Safe from Gambling
• Safe from Health Issues
• Safe from Illegal Drugs
• Safe from Manga
• Safe from Negative News
• Safe from Not Safe for Work (NSFW)
• Safe from Offensive
• Safe from Online Illegal
• Safe from Porn
• Safe from Terrorism
• Safe from Tobacco
• Safe from Weapons
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