[{"id":2716,"link":"https:\/\/www.beeler.tech\/2026\/01\/02\/brand-safety-theater-keyword-blocklists-problem\/","name":"brand-safety-theater-keyword-blocklists-problem","thumbnail":{"url":"https:\/\/www.beeler.tech\/wp-content\/uploads\/2026\/01\/BT_STACK_exemplar_below_2_2560x1440.jpg","alt":""},"title":"Brand safety theater: We have a keyword blocklists problem, people","postMeta":[],"author":{"name":"Liz","link":"https:\/\/www.beeler.tech\/author\/liz\/"},"date":"Jan 2, 2026","dateGMT":"2026-01-02 18:22:39","modifiedDate":"2026-01-09 16:14:37","modifiedDateGMT":"2026-01-09 16:14:37","commentCount":"0","commentStatus":"closed","categories":{"coma":"<a href=\"https:\/\/www.beeler.tech\/category\/editorials\/\" rel=\"category tag\">Editorials<\/a>","space":"<a href=\"https:\/\/www.beeler.tech\/category\/editorials\/\" rel=\"category tag\">Editorials<\/a>"},"taxonomies":{"post_tag":"<a href='https:\/\/www.beeler.tech\/tag\/below-the-fold\/' rel='post_tag'>Below the Fold<\/a><a href='https:\/\/www.beeler.tech\/tag\/the-stack\/' rel='post_tag'>The Stack<\/a>"},"readTime":{"min":11,"sec":5},"status":"publish","excerpt":"Publishers have the right to publish whatever content they think will attract an audience and have it monetized by advertising from advertisers that want to be seen by that audience. Full stop. What is lost is that, when evaluating impressions is done poorly, it can punish publishers who have invested time, money, and effort into creating content."},{"id":2024,"link":"https:\/\/www.beeler.tech\/2025\/10\/01\/publishers-chasing-revenue\/","name":"publishers-chasing-revenue","thumbnail":{"url":"https:\/\/www.beeler.tech\/wp-content\/uploads\/2026\/01\/BT_STACK_web_below_2560x1440.png","alt":""},"title":"Publishers, chasing revenue at all costs is costing you","postMeta":[],"author":{"name":"Liz","link":"https:\/\/www.beeler.tech\/author\/liz\/"},"date":"Oct 1, 2025","dateGMT":"2025-10-01 21:08:40","modifiedDate":"2026-01-09 16:16:02","modifiedDateGMT":"2026-01-09 16:16:02","commentCount":"0","commentStatus":"closed","categories":{"coma":"<a href=\"https:\/\/www.beeler.tech\/category\/editorials\/\" rel=\"category tag\">Editorials<\/a>","space":"<a href=\"https:\/\/www.beeler.tech\/category\/editorials\/\" rel=\"category tag\">Editorials<\/a>"},"taxonomies":{"post_tag":"<a href='https:\/\/www.beeler.tech\/tag\/below-the-fold\/' rel='post_tag'>Below the Fold<\/a><a href='https:\/\/www.beeler.tech\/tag\/the-stack\/' rel='post_tag'>The Stack<\/a>"},"readTime":{"min":13,"sec":13},"status":"publish","excerpt":"When we tell our programmatic teams to \u201cJust get more revenue, I don\u2019t need to know how,\u201d we\u2019re poisoning our own well as publishers. You flood the market, you train buyers to pay less, you chase every possible dollar, you strip away your own leverage, and (at some point) you dig yourself a hole so deep you can\u2019t dig your way out."},{"id":2004,"link":"https:\/\/www.beeler.tech\/2025\/10\/01\/publishers-serve-advertisers\/","name":"publishers-serve-advertisers","thumbnail":{"url":"https:\/\/www.beeler.tech\/wp-content\/uploads\/2026\/01\/BT_STACK_exemplar_below_1_2560x1440.jpg","alt":""},"title":"Publishers, we don\u2019t serve readers or advertisers, we serve shareholders","postMeta":[],"author":{"name":"Liz","link":"https:\/\/www.beeler.tech\/author\/liz\/"},"date":"Oct 1, 2025","dateGMT":"2025-10-01 20:52:42","modifiedDate":"2026-01-09 16:16:40","modifiedDateGMT":"2026-01-09 16:16:40","commentCount":"0","commentStatus":"closed","categories":{"coma":"<a href=\"https:\/\/www.beeler.tech\/category\/editorials\/\" rel=\"category tag\">Editorials<\/a>","space":"<a href=\"https:\/\/www.beeler.tech\/category\/editorials\/\" rel=\"category tag\">Editorials<\/a>"},"taxonomies":{"post_tag":"<a href='https:\/\/www.beeler.tech\/tag\/below-the-fold\/' rel='post_tag'>Below the Fold<\/a><a href='https:\/\/www.beeler.tech\/tag\/publisher-pov\/' rel='post_tag'>Publisher POV<\/a><a href='https:\/\/www.beeler.tech\/tag\/the-stack\/' rel='post_tag'>The Stack<\/a>"},"readTime":{"min":11,"sec":18},"status":"publish","excerpt":"Shareholders want growth at all costs, quarter after quarter. That\u2019s why you see the clutter, the clickbait, the short-term revenue plays. No one thinks this is good for the audience, but no one cares. The only story Wall Street wants to hear is growth."}]