Mark Zagorski.
DoubleVerify (DV), a software platform for digital media measurement, data and analytics, has launched its News Accelerator program.
Over a year in the making, key components include the introduction of DV News Plus, a contextual news segment that enables advertisers to reach news content while avoiding brand-unsafe or objectionable material; advanced suitability controls; and enhanced analytics tools to drive more positive advertiser engagement with news.
Through the program, DV will foster partnerships and feedback loops with dozens of news publishers across the spectrum of news content - from regional and niche publications to global news leaders - and will educate the industry on how to balance brand suitability with the brand-building opportunity presented by news content.
DV data reveals that advertising on news sites generates nearly 20% more engagement than non-news content.
DV has appointed Jack Marshall as the company’s head of news to spearhead the work.
He has held senior reporting and editorial roles at publications including The Wall Street Journal and Digiday. Before joining DV, he co-founded and led Toolkits, a media company focused on publisher monetisation and exploring how media companies can effectively and sustainably monetise digital content.
DoubleVerify CEO Mark Zagorski said it is clear that advertising on news sites is a win-win for brands and journalism.
"Our News Accelerator goes beyond just lip service support – it involves real investment in scalable products and thought leadership," he said.
"This will empower brands to amplify their voice in a safe and suitable manner that boosts campaign performance, while supporting vital news and journalism."
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