A New Standard of Brand Safety
NewsGuard’s transparent and accountable tools achieve precision and scale for advertisers and marketers, especially in a high-stakes election year.
Top brands are already unintentionally supporting misinformation with $2.6 billion in programmatic advertising every year. With misinformation proliferating online—including phony generative AI “news” sites becoming a force multiplier—brands and those who serve them need to solve new challenges with a new added layer of protection:
- Constantly updated and accountable reliability ratings of news and information websites, TV/OTT/CTV programs, and podcasts by trained analysts based on apolitical and transparent criteria.
- Misinformation Fingerprints – a constantly updated catalog of provably false narratives, written by NewsGuard analysts and formatted to be machine readable – that block ads on misinformation with precision, avoiding the overuse of keyword blocking.
- Private marketplaces (PMPs) and Supply Side Platforms (SSPs) offering inventory vetted and updated by journalistically trained analysts.
- Constant monitoring and new tools to detect the fast-growing number of Unreliable AI-generated News sites (UAINs) created to attract brand-unsafe programmatic ad revenues.
- A tailored Election Safety Assurance Package for brands and advertisers to protect themselves from misinformation in a major election year.
It’s clear that legacy brand safety tools are not working. It’s time for a new standard of brand safety, powered by NewsGuard.