Mantis, a brand safety solutions provider, reveals that outdated keyword blocklists are preventing brands from accessing nearly 50% of Super Bowl-related content. An analysis of 416 articles found that agencies incorrectly blocked 47% of this content by flagging common terms that are relevant in sports context, such as 'victims' and 'injuries.' Utilizing advanced AI solutions, Mantis determined that only 4% of the articles were truly unsafe. Mantis’ managing director, Fiona Salmon, emphasized the need for industry changes to allow brands to connect with engaged audiences during major events.
With the Super Bowl rapidly growing in popularity here in the UK... it's disappointing to see agencies continue to block brands from reaching engaged audiences.
According to findings from Mantis' network of publishers, 47% of Super Bowl content was incorrectly blocked by agencies.
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