NewsGuard Ratings
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BrandGuard
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Misinformation Fingerprints
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NewsGuard ratings flag misinformation sources and certify trusted news sites for responsible ad placements.

Keep your ads off misinformation websites.

BrandGuard is the only humanly generated, constantly updated solution to help advertisers, agencies, and ad-tech companies avoid advertising on misinformation sites while finding valuable new inventory on trustworthy news sites.

Our team of analysts reviews thousands of news and information sites, covering 95% of online engagement in each market, to certify trustworthy news sites while flagging untrustworthy domains that spread dangerous misinformation and conspiracy theories or pose as news sources to generate ad revenue.

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NewsGuard’s ratings help brands identify trustworthy news sites and avoid misinformation.

Responsible ad placements for news—powered by human intelligence.

Powered by NewsGuard’s journalist-curated trust ratings for thousands of online news and information sources, BrandGuard provides rich data about online news sources to help advertisers avoid misinformation, disinformation, and untrustworthy news sources. At the same time, BrandGuard helps advertisers place ads on credible, trusted news content, expanding reach, lowering CPMs, and improving performance. 

Brands can target and filter ad placements based on over 30 data and metadata points—including filters to avoid health misinformation, anti-vaccine hoaxes, political conspiracy theories, and other brand-unsafe or -unsuitable content.

Request a free inventory analysis to find out whether your ads are appearing on misinformation sources—and learn more about how NewsGuard can protect you.

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Top agencies are using NewsGuard to help clients advertise responsibly on news.

“With NewsGuard, you’re evaluating inventory based on quality metrics, as opposed to arbitrary classifications of a website.”

—Joshua Lowcock, Chief Digital Officer, UM Worldwide

“In working with NewsGuard, we can provide our clients deeper granularity to curate the right inventory and  support publishers with editorial integrity.”

—Megan Pagliuca, Chief Activation Officer, Omnicom Media Group NA

“Relying on the platforms and DSPs is not enough. You really do need to have a third party like NewsGuard to come in and tell us that two of the three news sources cited are being funded by state-sponsored elements.”

—Yale Cohen, EVP Global Digital Standards, Publicis Groupe

Case Study: Brands achieve lower CPMs, higher CTR by advertising on credible news

Avoiding misinformation and supporting journalism isn’t just about brand safety or corporate responsibility. New data, from an IPG Mediabrands client launch, demonstrates how NewsGuard’s data for responsible inclusion of news leads to major improvements in campaign performance metrics. Click here to read the case study.

NewsGuard can analyze your allow list for news and identify new, highly trusted news domains offering quality inventory–vetted by NewsGuard’s team of trained journalists.

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Examples: BrandGuard Partners

Special Reports

Detailed analyses of how brands can inadvertently fund misinformation through their ad placements

Report: How thousands of the world’s most trusted brands funded COVID-19 misinformation

An analysis of programmatic advertising data finds over 4,000 brands have bought ads on misinformation websites publishing COVID-19 myths since the pandemic began, including many of the companies—such as 105 hospital systems and health insurer—now involved in the vaccination effort.

Read the Report

Report: How some of the world’s largest brands funded the misinformation behind the Capitol riot

Programmatic advertising data shows that more than 1,600 top brands ran thousands of ads on sites publishing false claims about the 2020 Election in the period leading up to the January 6th insurrection.

Read the Report