DV Launches News Accelerator, Empowering Advertisers to Tap into Engaged News Audiences While Ensuring Brand Suitability
DoubleVerify (NYSE: DV) has launched its News Accelerator program to align product innovation with news industry needs and encourage advertiser spending on news and journalism. Key components include:
1. DV News Plus: A positive contextual segment for news with advanced suitability controls.
2. Enhanced analytics tools to drive positive advertiser engagement with news.
3. Partnerships with news publishers across various content types.
4. Industry education on balancing brand suitability with news content opportunities.
DV has appointed Jack Marshall as Head of News to lead this initiative. The company's data shows that advertising on news sites generates nearly 20% more engagement than non-news content, presenting a significant opportunity for brands to connect with engaged audiences while maintaining brand suitability.
DoubleVerify (NYSE: DV) ha lanciato il suo programma News Accelerator per allineare l'innovazione dei prodotti con le esigenze dell'industria dell'informazione e incoraggiare la spesa degli inserzionisti in notizie e giornalismo. I principali componenti includono:
1. DV News Plus: Un segmento contestuale positivo per le notizie con controlli di idoneità avanzati.
2. Strumenti analitici avanzati per promuovere un coinvolgimento positivo degli inserzionisti con le notizie.
3. Collaborazioni con editori di notizie su vari tipi di contenuti.
4. Formazione del settore su come bilanciare l'idoneità del marchio con le opportunità di contenuti informativi.
DV ha nominato Jack Marshall come Responsabile delle Notizie per guidare questa iniziativa. I dati dell'azienda mostrano che la pubblicità sui siti di notizie genera quasi il 20% di coinvolgimento in più rispetto ai contenuti non informativi, presentando un'opportunità significativa per i marchi di connettersi con un pubblico coinvolto mantenendo l'idoneità del marchio.
DoubleVerify (NYSE: DV) ha lanzado su programa News Accelerator para alinear la innovación de productos con las necesidades de la industria de noticias y fomentar el gasto publicitario en noticias y periodismo. Los componentes clave incluyen:
1. DV News Plus: Un segmento contextual positivo para noticias con controles de idoneidad avanzados.
2. Herramientas analíticas mejoradas para fomentar un compromiso positivo de los anunciantes con las noticias.
3. Alianzas con editores de noticias en varios tipos de contenido.
4. Educación en la industria sobre cómo equilibrar la idoneidad de marca con las oportunidades de contenido noticioso.
DV ha nombrado a Jack Marshall como Jefe de Noticias para liderar esta iniciativa. Los datos de la empresa muestran que la publicidad en sitios de noticias genera casi un 20% más de compromiso que el contenido no relacionado con noticias, presentando una oportunidad significativa para que las marcas se conecten con audiencias comprometidas mientras mantienen la idoneidad de marca.
더블버리파이 (NYSE: DV)는 제품 혁신을 뉴스 산업의 요구와 일치시키고 광고주가 뉴스 및 저널리즘에 지출하도록 장려하기 위해 뉴스 엑셀러레이터 프로그램을 시작했습니다. 주요 구성 요소는 다음과 같습니다:
1. DV 뉴스 플러스: 고급 적합성 컨트롤을 갖춘 뉴스에 대한 긍정적인 맥락 세그먼트.
2. 뉴스에 대한 긍정적인 광고주 참여를 유도하기 위한 강화된 분석 도구.
3. 다양한 콘텐츠 유형의 뉴스 게시자와의 파트너십.
4. 뉴스 콘텐츠 기회와 브랜드 적합성을 균형 있게 다루는 업계 교육.
DV는 이 이니셔티브를 이끌기 위해 재크 마샬을 뉴스 책임자로 임명했습니다. 회사의 데이터에 따르면 뉴스 사이트에서의 광고는 비뉴스 콘텐츠보다 거의 20% 더 많은 참여를 생성하여 브랜드가 관여된 청중과 연결될 수 있는 중요한 기회를 제공합니다.
DoubleVerify (NYSE: DV) a lancé son programme News Accelerator pour aligner l'innovation des produits avec les besoins de l'industrie de l'information et encourager les dépenses publicitaires dans les nouvelles et le journalisme. Les éléments clés comprennent :
1. DV News Plus : Un segment contextuel positif pour les nouvelles avec des contrôles de convenance avancés.
2. Outils d'analyse améliorés pour stimuler un engagement positif des annonceurs avec les nouvelles.
3. Partenariats avec des éditeurs de nouvelles à travers divers types de contenu.
4. Éducation de l'industrie sur la manière d'équilibrer la convenance de marque avec les opportunités de contenu d'actualités.
DV a nommé Jack Marshall Responsable des Nouvelles pour diriger cette initiative. Les données de l'entreprise montrent que la publicité sur les sites d'actualités génère près de 20 % d'engagement en plus que les contenus non-nouvelles, offrant ainsi une opportunité significative pour les marques de se connecter avec un public engagé tout en maintenant la convenance de leur marque.
DoubleVerify (NYSE: DV) hat sein News Accelerator-Programm gestartet, um die Produktinnovation mit den Bedürfnissen der Nachrichtenbranche in Einklang zu bringen und die Werbungsausgaben für Nachrichten und Journalismus zu fördern. Wichtige Komponenten sind:
1. DV News Plus: Ein positiver kontextueller Segment für Nachrichten mit fortgeschrittenen Eignungskontrollen.
2. Verbesserte Analysetools zur Förderung des positiven Engagements von Werbetreibenden mit Nachrichten.
3. Partnerschaften mit Nachrichtenverlegern in verschiedenen Inhaltsarten.
4. Branchenbildung zur Balance zwischen Markeneignung und Nachrichteninhaltschancen.
DV hat Jack Marshall zum Leiter der Nachrichten ernannt, um diese Initiative zu leiten. Die Daten des Unternehmens zeigen, dass Werbung auf Nachrichtenseiten nahezu 20% mehr Engagement generiert als nicht-nachrichtenbezogene Inhalte, was eine bedeutende Gelegenheit für Marken darstellt, mit engagierten Zielgruppen in Kontakt zu treten und gleichzeitig die Markeneignung zu wahren.
- Launch of News Accelerator program to encourage advertiser spending on news and journalism
- Introduction of DV News Plus, a positive contextual segment for news with advanced suitability controls
- Appointment of Jack Marshall as Head of News to lead publisher partnerships
- Data shows advertising on news sites generates nearly 20% more engagement than non-news content
- Enhanced analytics tools to drive positive advertiser engagement with news
- None.
Insights
DoubleVerify's News Accelerator program is a significant development in the digital advertising landscape. The initiative addresses a important gap between advertisers' brand safety concerns and the value of news content. By introducing DV News Plus, advanced suitability controls and enhanced analytics, DV is creating a more nuanced approach to brand safety in news environments.
The program's potential impact is substantial:
- Increased ad spend on news content, supporting quality journalism
- Better targeting of engaged news audiences, with
20% higher engagement rates - More precise brand suitability controls, reducing over-blocking of valuable content
The appointment of Jack Marshall as Head of News adds credibility and industry expertise to the initiative. This move, combined with the upcoming research on news advertising value, positions DV as a thought leader in the space.
For investors, this initiative could drive growth in DV's market share and revenues, particularly if it successfully increases advertiser confidence in news placements. The potential for expanded partnerships with publishers and increased adoption of DV's tools in the news sector is significant.
The News Accelerator program is a strategic move by DoubleVerify that addresses a critical pain point in the digital advertising ecosystem. By developing tools that allow for more nuanced brand safety controls in news environments, DV is opening up valuable inventory that has been historically underutilized due to overzealous blocking.
Key implications for the advertising industry include:
- Potential for increased CPMs on news content, benefiting publishers
- More efficient ad spend for brands, targeting highly engaged audiences
- Improved brand-building opportunities through association with quality journalism
The introduction of News Plus and enhanced analytics tools could set a new industry standard for contextual targeting in news environments. This may pressure competitors to develop similar offerings, potentially accelerating innovation in the ad verification space.
For DV, this initiative could lead to increased market share and customer loyalty, particularly among brands and agencies that prioritize news advertising. The focus on education and thought leadership could also strengthen DV's position as a trusted partner in the industry.
As part of the initiative, DV is announcing new advertiser capabilities and has hired a Head of News to lead publisher partnerships and spearhead educational resources for the industry
"It is clear that advertising on news sites is a win-win for brands and journalism," said Mark Zagorski, CEO of DoubleVerify. "Our News Accelerator goes beyond just lip service support – it involves real investment in scalable products and thought leadership. This will empower brands to amplify their voice in a safe and suitable manner that boosts campaign performance, while supporting vital news and journalism."
As brands increase their advertising spend, they seek greater transparency and control over ad placements to maximize performance and protect brand reputation online. However, overly broad use of media quality tools can unintentionally block valuable news content. DV data reveals that advertising on news sites generates nearly
Jack Marshall, with nearly two decades of experience in digital media journalism and publishing, will lead DV’s efforts in the news sector. Marshall has held senior reporting and editorial roles at top publications, including The Wall Street Journal and Digiday. Before joining DV, he co-founded and led Toolkits, a media company focused on publisher monetization and exploring how media companies can effectively and sustainably monetize digital content.
"I am excited to take on this new challenge as DoubleVerify’s first Head of News," said Marshall. “By working closely with publishers we will ensure advertisers are equipped with technology, tools and insights to support news content and confidently engage with valuable news audiences. DV is taking concrete action to empower publishers, and I look forward to collaborating closely with the community to better understand its needs and leverage its insights to enhance DV’s solutions further.”
DV News Accelerator initiatives include:
- News Plus: A contextual news segment that enables advertisers to reach news content while avoiding brand-unsafe or objectionable material. News Plus includes content from top trafficked websites for newspapers, radio, TV, and magazines reporting on local, national, and international events, while excluding content that is generally deemed unsafe by brands. DV is expanding News Plus with additional segments that will enable brands to further refine and customize their news media buys based on attention and other key quality and performance areas. News Plus will be available for activation across all major DSPs, where DV contextual data is currently available.
- Advanced Suitability Controls: DV is introducing additional suitability controls based on feedback from news media publishers and brands. These will allow advertisers to better tune their brand suitability settings, thereby opening up scale on news content where engaged audiences are congregating, and reducing the risk of overblocking. DV will continue to build on these enhancements to adapt to the changing landscape of news media and meet the demands of global brands.
- Enhanced Analytics: To help clients better optimize their brand suitability settings, DV will proactively monitor advertiser profiles for higher-than-average avoidance rates and consult on recommended adjustments. These recommendations may include removing overly restrictive keywords, expanding inclusion and exception lists, and fine-tuning other brand suitability settings. DV's Page Exceptions feature, launched in 2019, allows advertisers to support news publishers by enabling specific sites and pages to bypass all brand safety avoidance settings.
- New Research on the Value of News: In the coming months, DV will release additional data showcasing the value of advertising alongside news content. This research will highlight the positive impact of news on brand perception and campaign performance, providing advertisers with key insights to help them maximize their investment in news media while maintaining brand suitability.
"DoubleVerify has been a valuable partner, helping us increase monetization for our collective of publishers and bloggers,” said Sarah Chaten, VP, Insights & Analytics at Group Black. “We’re pleased to see this initiative support the industry, ensuring that publishers of all sizes can thrive while delivering an authentic voice to their audiences. We commend DoubleVerify for its continued commitment to developing responsible verification tools with input from publishers, and for helping advertisers understand the benefits of investing in news and diverse publishers. By working together, we can create a digital ecosystem that benefits advertisers, publishers and consumers alike."
Today, DV will host the News Accelerator Summit where over a dozen news publishers will join a roundtable discussion to address brand safety and suitability challenges, and explore how DV can collaborate with the news industry to support journalism. DV will also discuss areas of investment, including increased technical support and resources, to ensure continued success for news publishers at the global, national and local levels.
For more information about DV’s News Accelerator, email newsaccelerator@doubleverify.com.
About DoubleVerify
DoubleVerify (“DV”) (NYSE: DV) is the industry’s leading media effectiveness platform that leverages AI to drive superior outcomes for global brands. By creating more effective, transparent ad transactions, DV strengthens the digital advertising ecosystem, ensuring a fair value exchange between buyers and sellers of digital media.
View source version on businesswire.com: https://www.businesswire.com/news/home/20241015636733/en/
Chris Harihar
chris@crenshawcomm.com
Source: DoubleVerify
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