Case Study: Reuters achieves 58% more suitable inventory with Integral Ad Science's Context Control

Reuters unlocks 58% more suitable inventory with Integral Ad Science

Reuters, a global news organization, faced the challenge of over-blocking suitable advertising inventory. Their use of broad keyword blocklists was preventing ads from appearing on high-quality, premium news articles. Words like "dangerous" or "drug" in safe contexts, such as a movie review or a medical breakthrough article, were mistakenly flagged as brand risks by keyword technology from vendors like Integral Ad Science. This significantly limited their available ad inventory and increased costs.

To solve this, Reuters implemented the Context Control solution from Integral Ad Science. This semantic intelligence technology understands word relationships, sentiment, and true context, moving beyond simple keyword matching. By replacing just seven commonly blocked keywords with IAS Context Control, Reuters unlocked 58% more of its premium news inventory for advertisers. This solution from Integral Ad Science allowed Reuters to protect brand suitability while dramatically expanding reach into safe, effective news environments.

Reuters