Brand safety was never just about steering clear of violence, nudity or hate speech. It was always about brand suitability — and that threshold isn’t fixed. It’s only gotten worse as phrases like diversity, equity and inclusion have taken new meaning under President Donald Trump’s administration.
Marketers have conceded that the news cycle is moving quickly, changing their standards for what makes an emotionally charged moment, and what could sway the suitability of an ad spend. In response, three buyers say the precarious time has led them to the channels the industry has long held in the crosshairs of brand suitability: news, for fear of missing out on inventory.
DoubleVerify started to address this phenomenon late last year, revealing data that showed advertising on news sites drives nearly 10% more engagement than non-news content. Around the same time, DV launched its News Accelerator program as an educational resource for advertisers to make the case for brand presence in news media. DV also released a host of new ad tools, including refining keyword lists for greater flexibility and scale and AI-powered keyword optimization.
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