12/04/2023
DataZulu first to bring NewsGuard Source Ratings to Clients in Germany, Enabling Advertisers to Support Credible News
DataZulu, specialists and consultants for digital advertising in Germany, and NewsGuard announce their partnership to help DataZulu’s clients appear on credible news sources and become aware of misinformation websites.
(December 4, 2023 — Germany) NewsGuard, the leading provider of news reliability data for the advertising industry, has partnered with DataZulu to widen access to its trust scores for news websites in the German and Austrian market. The partnership comes during a particularly challenging year for advertisers and consumers, who faced widespread misinformation on the Russia-Ukraine War and the Israel-Hamas War and disinformation from malign actors seeking to influence citizens’ opinions ahead of many upcoming elections in 2024.
“At a time when many advertisers and brands are defining their news advertising strategy to be brand safe but also reach the engaged audiences of high-quality journalism, we are excited to expand our presence in the German advertising market with DataZulu,” said Roberta Schmid, Vice President Partnerships, Germany & Austria at NewsGuard. “This will enable advertisers to have the data they need to make their own decisions about where to place advertising.”
The Russian invasion of Ukraine and the Israel-Hamas War have sparked a renewed focus in the advertising community on the question of how to advertise responsibly on news content during major news events. Advertisers concerned about brand safety question whether it is safe to advertise on hard news during times of war. NewsGuard’s solution is simple and has helped dozens of brands and agencies rely on data produced by credible journalists to guide ad placements on trustworthy sources. This partnership ensures that DataZulu advertisers are able to make informed decisions so that their ads appear on German-language news sites that are generally trustworthy.
“This partnership with NewsGuard is the first of its kind in the German market, and will enable us to empower our clients with transparently sourced, authoritative data on news credibility to aid their decision-making about advertising investment,” said DataZulu CEO Carsten Riemann-Kafsack. “It’s another tool in our expanding toolbox to serve our clients as they navigate the many challenges of digital advertising today.”
NewsGuard’s team of trained journalists assesses each site using nine apolitical criteria of journalistic practice designed to assess the site’s credibility and transparency practices. The rating is described in a detailed “Nutrition Label” review, providing transparency to readers and publishers around how each rating was determined. NewsGuard’s trust ratings and explanatory Nutritional Labels for the news and information sites that account for 95% of online engagement with German-language news will enable DataZulu’s clients to advertise on highly credible news sources and improve campaign performance by reaching valuable, highly engaged audiences in a trusted environment.
NewsGuard’s methodology does not factor in politics or point of view—but instead examines each domain using nine basic, apolitical journalistic criteria. NewsGuard assesses factors such as whether a site repeatedly publishes false or egregiously misleading claims, discloses its ownership and financing, and reveals who is in charge of content, among others.
To learn more about NewsGuard’s offerings for advertising, click here.
Press contacts:
Veena McCoole, NewsGuard veena.mccoole@newsguardtech.com
Daniel Schwermer, DataZulu schwermer@datazulu.de
About NewsGuard
Founded by media entrepreneur and award-winning journalist Steven Brill and former Wall Street Journal publisher Gordon Crovitz, NewsGuard provides transparent tools to counter misinformation for readers, brands, and democracies. Since launching in 2018, its global staff of trained journalists and information specialists has collected, updated, and deployed more than 6.9 million data points on more than 35,000 news and information sources, and cataloged and tracked all of the top false narratives spreading online.
NewsGuard’s analysts, powered by multiple AI tools, operate the trust industry’s most accountable and largest 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% of online engagement with news across nine countries.
About DataZulu
DataZulu is a specialist in data-driven advertising. Founded in 2019 in response to the accelerated digitalization and increasingly automated data-focused media landscape, DataZulu focuses on 3 distinct service areas. Consulting: from strategy to implementation to optimization – they advise on all aspects of digital advertising. Data control: reach the right target group at the right moment with the right message. Impact measurement: DataZulu makes the impact of all implemented actions measurable – holistically across all channels.