DoubleVerify (DV) has introduced significant advancements to its News Accelerator initiative, aimed at fostering stronger collaboration between advertisers and publishers while enhancing brand suitability strategies. Since the launch of News Accelerator in October 2024, DV has engaged in ongoing discussions with publishers, advertisers, and platform partners to address key challenges and opportunities in digital advertising.
A major focus of DV’s latest improvements is refining keyword tools to prevent overblocking while maintaining brand safety. When misused, broad keyword lists can restrict advertiser reach and negatively impact publisher revenue. In response, DV is implementing two key innovations:
1. Refined Keyword Lists for Greater Flexibility – Advertisers will now have the ability to apply keyword avoidance only to URL paths that have not been classified under DV’s 100+ content categories. This ensures that classified content is evaluated in context, preventing unnecessary blocking while maintaining brand suitability.
2. AI-Powered Keyword Optimisation – A first-of-its-kind AI-powered feature will help advertisers optimise keyword lists by identifying outdated terms based on historical data and broader media trends. This capability prevents overblocking and ensures advertisers maximise reach without unintentionally limiting inventory. DV will also introduce recurring reminders for advertisers to review and update keyword lists to keep them relevant.
These updates, set to roll out in the coming months, aim to provide more precise keyword controls while improving outcomes for advertisers and publishers.
Recognising the critical role of collaboration, DV is launching the News Accelerator Publisher Council, a dedicated working group for publishers to share insights, discuss challenges, and provide direct feedback on DV’s tools and strategies.
Anthony Roque, VP of Ad Operations at The Daily Beast, emphasised the importance of this initiative,”Now more than ever, it’s critical to support and ensure a suitable future for quality journalism. Companies like DoubleVerify are uniquely positioned to refine the tools that shape brand suitability strategies, ensuring they evolve in a way that protects advertisers while also fostering a sustainable future for publishers.”
DV is also expanding efforts to educate advertisers on the value of news content for brand equity. Research has shown that advertising on news content generates nearly 10% more engagement than non-news content, with 99.99% of content on the top 500 news sites deemed brand-safe.
To support this initiative, DV is launching research efforts including:
● Case Studies – Showcasing how premium news content drives business results for advertisers.
● Consumer Research – Exploring news audience demographics and their attitudes toward brand suitability.
● DV Data Research – Leveraging proprietary data to analyse trends in news monetisation and engagement.
