Reference / Glossary / Targeting and data
Keyword Blocklist
Also: Blocklist; Negative keyword list (display)
A list of words that prevent an ad from serving on a page containing them. Blocklists are blunt: the word shooting blocks basketball coverage, and news publishers have documented large revenue losses from advertiser blocklists. Sentiment- and category-based suitability is the better tool.
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Cite this entry:
Agency Echelon. "Keyword Blocklist." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/keyword-blocklist/