Starting today, Zemanta users can notice a new menu in the upper-right hamburger menu or within the Management Console: Keywords.

Users can now upload custom negative Keyword lists directly to Zemanta to use later on for targeting initiatives. New Keywords Targeting Option

On the Ad Group level, users can apply Keyword targeting by exclusion to avoid targeting placements within publishers’ content not relevant to their brand, product, or services. This targeting option puts them in the best position when considering brand safety or when they need to reach the right audiences to drive engagements and increase conversions.

You can learn more about Keyword targeting by exclusion here and read about Zemanta’s approach to brand safety here.