09/30/2025

NewsGuard Launches Page-Level News Safety Protections for Advertisers

Pre-Bid Segments in Top DSPs Protect Brands from Placements on Provably False Claims and Conspiracy Theories While Maximizing Reach and Performance

Surgically precise tool means more safe inventory and more support for news publishers

New York, NY — NewsGuard today announced the launch of its new page-level news safety protection, an expansion of its industry-leading brand safety services that help advertisers safely and responsibly advertise on news content. 

The new capability leverages real-time, journalist-verified data about the specific page URLs on which false claims are spreading online to protect brands from their ads appearing on pages containing provably false claims. This level of precision overcomes the limits on reach and performance that can result from overly broad methods such as keyword blocking, sentiment analysis, and other blunt tools used by legacy verification companies that cost both advertisers and publishers valuable opportunities for safe ad placement.

The new protections offer brands unmatched precision, enabling them to safely reach audiences on a wide range of news publishers without ads ending up adjacent to harmful provably false claims and conspiracy theories.

“We’ve always said that our rigorous, journalistic publisher ratings are like a scalpel compared to the chainsaw of brand safety offerings based on keyword detection or automated analysis of ‘inflammatory’ language,” said Carter Stone, NewsGuard’s VP of Ad Industry Partnerships. 

“These new page-level segments are more like a high-grade surgical laser, protecting brands from actually risky news content containing provably false claims while opening up high-performance, safe inventory on news content that reaches engaged, valuable audiences.”

The new capability is built on a backbone of continuous, analyst-verified false claim detection and tracking through NewsGuard’s False Claim Fingerprints datastream. Using sophisticated AI and automation tools, NewsGuard’s analysts rapidly detect new and emerging false claims, such as those emanating from Russian, Chinese, and Iranian information operations and from AI-generated websites spreading false claims. Advertisers benefit from NewsGuard’s constant monitoring of thousands of malign actors its analysts have identified, which often originate false claims. NewsGuard analysts track major news events and emerging news topics and monitor high-risk world events like elections and armed conflicts that are often the subject of false claims. 

NewsGuard is the First or Only Safeguard 80% of the Time

As a result of this monitoring process, more than 80% of the time NewsGuard is the first or only entity to verify whether a claim in the news is provably false. Once a claim is captured and determined provably false by NewsGuard’s analysts, NewsGuard tracks new instances of each claim’s spread in real time using an automated AI-driven process with human-in-the-loop verification. 

The result? Continuous, real-time, accurate tracking of false claims at the URL level enabling news safety and suitability with laser-like precision.

“For years, advertisers have had to choose between blunt tools that risk harming quality journalism and inadequate safeguards against unreliable news and false claims,” said Matt Skibinski, NewsGuard’s Chief Operating Officer. “Legacy page-level brand safety services typically rely on keyword detection or language analysis to identify so-called risky pages, most of which aren’t risky at all. These systems routinely over-block trusted news outlets that cover sensitive but essential topics, while still failing to reliably prevent more than $2.6 billion in ad placements next to provably false content and conspiracy theories each year.”

Now Available in Top DSPs

NewsGuard’s page-level solution is now available through pre-bid segments in top DSPs such as The Trade Desk and Amazon DSP and can be combined with existing domain-level targeting and other data sources to create a customized, safe and suitable campaign that meets each brand’s guidelines and standards.

“Advertisers shouldn’t have to choose between protecting their brands and reaching the valuable and engaged audiences,” said Steven Brill, Co-CEO of NewsGuard. “With this new page-level protection, we’re giving advertisers a powerful tool to avoid appearing next to false claims while reaching news audiences engaging with high-performing inventory.”

Brands, agencies, and other advertising companies interested in activating the new capabilities can enable the “False Claims – Page Level” NewsGuard segment in The Trade Desk or Amazon DSP. To learn more about NewsGuard’s page-level protections, including how to deploy through each brand’s DSP of choice, contact [email protected].

About NewsGuard

NewsGuard helps consumers and enterprises find reliable information online with transparent and apolitical data and tools. Founded in 2018 by media entrepreneur and award-winning journalist Steven Brill and former Wall Street Journal publisher Gordon Crovitz, NewsGuard’s global staff of information reliability analysts has collected, updated, and deployed more than seven million data points on more than 35,000 news and information sources, and cataloged and tracked all the top false narratives spreading online.

NewsGuard’s analysts, powered by multiple AI tools, operate the trust industry’s largest and most accountable dataset on news. These data are deployed to fine-tune and provide guardrails for generative AI models, enable brands to advertise on quality news sites and avoid propaganda or hoax sites, provide media literacy guidance for individuals, and support democratic governments in countering hostile disinformation operations targeting their citizens.

Among other indicators of the scale of its operations is that NewsGuard’s apolitical and transparent criteria have been applied by its analysts to rate news sources accounting for 95 percent of online engagement with news across ten countries.