A New Standard of Brand Safety
Smart industries evolve to meet new challenges. It’s time for Brand Safety to meet this test, with new transparent and accountable tools.
Top brands are already unintentionally supporting misinformation with $2.6 billion in programmatic advertising every year. With misinformation proliferating online—including now with 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.
It’s clear that legacy brand safety tools are not working. It’s time for a new standard of brand safety, powered by NewsGuard.