Relative Advantage: Unblocked

Client: Hilltop Honey, Numen, The Body Coach

Despite 96% of the population either reading, listening to or watching news, advertisers have become distinctly newsphobic. Quality news publishers in particular have been unfairly penalised by brand safety blocking technology which prevents as much as 40% of their inventory running advertising. Brand safety blocking technology is not needed for quality publishers. Quality publishers are brand safe full stop. This technology exists to stop ads appearing on the worst of the internet, not to penalise the best of the internet.

News is not a charity. We don’t as an industry have a moral responsibility to fund it. But we do have a responsibility to fund a medium that delivers huge scale, a quality environment and spectacular results for brands.