The source material for this item contains only a headline and publication credit — no article body, quotes, figures, or dates. Under our editorial rules we do not add information absent from the source, so a full rewrite cannot be produced from this feed snippet.

What the headline itself indicates: Mediaweek has published a piece arguing that automated brand safety blocking — the practice of using software filters to keep ads off content flagged as unsafe for brand reputation — carries a real cost for advertisers. The thrust is that automated blocking tools, applied bluntly, exclude brands from large amounts of perfectly acceptable inventory and audiences.

This aligns with a known industry issue. Ad verification vendors score pages against keyword blocklists and category filters. When those filters run wide — blocking terms like "shooting" in sports coverage, or "crash" in finance reporting — advertisers lose access to news and other high-attention environments. Publishers lose ad revenue on that inventory as a result.

We could not verify specific numbers, vendor names, or case studies from the feed data available. Readers wanting the underlying figures should consult the original Mediaweek article directly.

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