DoubleVerify (DV), a software platform for digital media measurement, data and analytics, has announced the launch of its News Accelerator program. Over a year in the making, this initiative aims to further align the company’s product innovation with the needs of the news industry, and encourage advertiser spending on news and journalism.
Through the program, DV aims to foster partnerships and feedback loops with dozens of news publishers, across the spectrum of news content- from regional and niche publications to global news leaders, and to educate the industry on how to balance brand suitability with the brand-building opportunity presented by news content.
As brands increase their advertising spend, they seek greater transparency and control over ad placements to maximise performance and protect brand reputation online. However, overly broad use of media quality tools can unintentionally block valuable news content. DV data reveals that advertising on news sites generates nearly 20% more engagement than non-news content, presenting a significant opportunity for brands to connect with highly engaged and attentive audiences. By strategically investing in news, brands can enhance reach and campaign effectiveness without sacrificing brand suitability.
The key components of DV News Accelerator initiative includes News Plus, a contextual news segment that enables advertisers to reach news content while avoiding brand-unsafe or objectionable material. It includes content from top trafficked websites for newspapers, radio, TV, and magazines reporting on local, national, and international events, while excluding content that is generally deemed unsafe by brands.
DV is expanding News Plus with additional segments that will enable brands to further refine and customise their news media buys based on attention and other key quality and performance areas. News Plus will be available for activation across all major DSPs, where DV contextual data is currently available.
Further, it also includes Advanced Suitability Controls. As per the company, it is introducing additional suitability controls based on feedback from news media publishers and brands. These will allow advertisers to better tune their brand suitability settings, thereby opening up scale on news content where engaged audiences are congregating, and reducing the risk of overblocking. DV will continue to build on these enhancements to adapt to the changing landscape of news media and meet the demands of global brands.
To help clients better optimise their brand suitability settings, DV will monitor advertiser profiles for higher-than-average avoidance rates and consult on recommended adjustments. These recommendations may include removing overly restrictive keywords, expanding inclusion and exception lists, and fine-tuning other brand suitability settings. DV’s Page Exceptions feature, launched in 2019, allows advertisers to support news publishers by enabling specific sites and pages to bypass all brand safety avoidance settings, the company stated.
Additionally, in the coming months, DV will release additional data showcasing the value of advertising alongside news content. This research will highlight the positive impact of news on brand perception and campaign performance, providing advertisers with key insights to help them maximise their investment in news media while maintaining brand suitability.
Furthermore, To underscore the investment in the initiative, DV has appointed industry veteran Jack Marshall as the company’s Head of News, who will spearhead the work.
Marshall, with nearly two decades of experience in digital media journalism and publishing, will lead DV’s efforts in the news sector. He has held senior reporting and editorial roles at top publications, including The Wall Street Journal and Digiday. Before joining DV, he co-founded and led Toolkits, a media company focused on publisher monetisation and exploring how media companies can effectively and sustainably monetise digital content.
Speaking about the development, Marshall said, “I am excited to take on this new challenge as DoubleVerify’s first Head of News. By working closely with publishers we will ensure advertisers are equipped with technology, tools and insights to support news content and confidently engage with valuable news audiences. DV is taking concrete action to empower publishers, and I look forward to collaborating closely with the community to better understand its needs and leverage its insights to enhance DV’s solutions further.”
Mark Zagorski, CEO, DV, said, “It is clear that advertising on news sites is a win-win for brands and journalism. Our News Accelerator goes beyond just lip service support- it involves real investment in scalable products and thought leadership. This will empower brands to amplify their voice in a safe and suitable manner that boosts campaign performance, while supporting vital news and journalism.”
Sarah Chaten, VP, Insights and Analytics, Group Black, said, “DoubleVerify has been a valuable partner, helping us increase monetisation for our collective of publishers and bloggers. We’re pleased to see this initiative support the industry, ensuring that publishers of all sizes can thrive while delivering an authentic voice to their audiences. We commend DoubleVerify for its continued commitment to developing responsible verification tools with input from publishers, and for helping advertisers understand the benefits of investing in news and diverse publishers. By working together, we can create a digital ecosystem that benefits advertisers, publishers and consumers alike.”
