{"id":47034,"date":"2026-03-23T07:24:00","date_gmt":"2026-03-23T11:24:00","guid":{"rendered":"https:\/\/digitalcontentnext.org\/?p=47034"},"modified":"2026-03-23T15:42:53","modified_gmt":"2026-03-23T19:42:53","slug":"trusted-content-classification-fuels-investment-in-news","status":"publish","type":"post","link":"https:\/\/digitalcontentnext.org\/blog\/2026\/03\/23\/trusted-content-classification-fuels-investment-in-news\/","title":{"rendered":"Trusted content classification fuels advertiser spend on news"},"content":{"rendered":"<div class=\"shariff shariff-align-flex-start shariff-widget-align-flex-start\"><ul class=\"shariff-buttons theme-round orientation-horizontal buttonsize-medium\"><li class=\"shariff-button twitter shariff-nocustomcolor\" style=\"background-color:#595959\"><a href=\"https:\/\/twitter.com\/share?url=https%3A%2F%2Fdigitalcontentnext.org%2Fblog%2F2026%2F03%2F23%2Ftrusted-content-classification-fuels-investment-in-news%2F&text=Trusted%20content%20classification%20fuels%20advertiser%20spend%20on%20news&via=DCNorg\" title=\"Share on X\" aria-label=\"Share on X\" role=\"button\" rel=\"noopener nofollow\" class=\"shariff-link\" style=\"; background-color:#000; color:#fff\" target=\"_blank\"><span class=\"shariff-icon\" style=\"\"><svg width=\"32px\" height=\"20px\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 24 24\"><path fill=\"#000\" d=\"M14.258 10.152L23.176 0h-2.113l-7.747 8.813L7.133 0H0l9.352 13.328L0 23.973h2.113l8.176-9.309 6.531 9.309h7.133zm-2.895 3.293l-.949-1.328L2.875 1.56h3.246l6.086 8.523.945 1.328 7.91 11.078h-3.246zm0 0\"\/><\/svg><\/span><\/a><\/li><li class=\"shariff-button linkedin shariff-nocustomcolor\" style=\"background-color:#1488bf\"><a href=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https%3A%2F%2Fdigitalcontentnext.org%2Fblog%2F2026%2F03%2F23%2Ftrusted-content-classification-fuels-investment-in-news%2F\" title=\"Share on LinkedIn\" aria-label=\"Share on LinkedIn\" role=\"button\" rel=\"noopener nofollow\" class=\"shariff-link\" style=\"; background-color:#0077b5; color:#fff\" target=\"_blank\"><span class=\"shariff-icon\" style=\"\"><svg width=\"32px\" height=\"20px\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 27 32\"><path fill=\"#0077b5\" d=\"M6.2 11.2v17.7h-5.9v-17.7h5.9zM6.6 5.7q0 1.3-0.9 2.2t-2.4 0.9h0q-1.5 0-2.4-0.9t-0.9-2.2 0.9-2.2 2.4-0.9 2.4 0.9 0.9 2.2zM27.4 18.7v10.1h-5.9v-9.5q0-1.9-0.7-2.9t-2.3-1.1q-1.1 0-1.9 0.6t-1.2 1.5q-0.2 0.5-0.2 1.4v9.9h-5.9q0-7.1 0-11.6t0-5.3l0-0.9h5.9v2.6h0q0.4-0.6 0.7-1t1-0.9 1.6-0.8 2-0.3q3 0 4.9 2t1.9 6z\"\/><\/svg><\/span><\/a><\/li><li class=\"shariff-button mastodon shariff-nocustomcolor\" style=\"background-color:#563ACC\"><a href=\"https:\/\/s2f.kytta.dev\/?text=Trusted%20content%20classification%20fuels%20advertiser%20spend%20on%20news https%3A%2F%2Fdigitalcontentnext.org%2Fblog%2F2026%2F03%2F23%2Ftrusted-content-classification-fuels-investment-in-news%2F\" title=\"Share on Mastodon\" aria-label=\"Share on Mastodon\" role=\"button\" rel=\"noopener nofollow\" class=\"shariff-link\" style=\"; background-color:#6364FF; color:#fff\" target=\"_blank\"><span class=\"shariff-icon\" style=\"\"><svg width=\"75\" height=\"79\" viewBox=\"0 0 75 79\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M37.813-.025C32.462-.058 27.114.13 21.79.598c-8.544.621-17.214 5.58-20.203 13.931C-1.12 23.318.408 32.622.465 41.65c.375 7.316.943 14.78 3.392 21.73 4.365 9.465 14.781 14.537 24.782 15.385 7.64.698 15.761-.213 22.517-4.026a54.1 54.1 0 0 0 .01-6.232c-6.855 1.316-14.101 2.609-21.049 1.074-3.883-.88-6.876-4.237-7.25-8.215-1.53-3.988 3.78-.43 5.584-.883 9.048 1.224 18.282.776 27.303-.462 7.044-.837 14.26-4.788 16.65-11.833 2.263-6.135 1.215-12.79 1.698-19.177.06-3.84.09-7.692-.262-11.52C72.596 7.844 63.223.981 53.834.684a219.453 219.453 0 0 0-16.022-.71zm11.294 12.882c5.5-.067 10.801 4.143 11.67 9.653.338 1.48.471 3 .471 4.515v21.088h-8.357c-.07-7.588.153-15.182-.131-22.765-.587-4.368-7.04-5.747-9.672-2.397-2.422 3.04-1.47 7.155-1.67 10.735v6.392h-8.307c-.146-4.996.359-10.045-.404-15.002-1.108-4.218-7.809-5.565-10.094-1.666-1.685 3.046-.712 6.634-.976 9.936v14.767h-8.354c.109-8.165-.238-16.344.215-24.5.674-5.346 5.095-10.389 10.676-10.627 4.902-.739 10.103 2.038 12.053 6.631.375 1.435 1.76 1.932 1.994.084 1.844-3.704 5.501-6.739 9.785-6.771.367-.044.735-.068 1.101-.073z\"\/><defs><linearGradient id=\"paint0_linear_549_34\" x1=\"37.0692\" y1=\"0\" x2=\"37.0692\" y2=\"79\" gradientUnits=\"userSpaceOnUse\"><stop stop-color=\"#6364FF\"\/><stop offset=\"1\" stop-color=\"#563ACC\"\/><\/linearGradient><\/defs><\/svg><\/span><\/a><\/li><\/ul><\/div>\n<p>Advertiser investment in news depends on buyers having clear, reliable control over how their suitability preferences, meaning the content they consider appropriate for their brands are applied. As new brand suitability tools enter the market, that control is becoming less consistent. The result is growing misalignment between how content is classified and how advertisers actually assess risk.<\/p>\n\n\n\n<p>Content classification approaches that are accurate, consistent, policy-driven and well-aligned with the expectations of advertisers and the broader industry are the foundation on which trust and confidence are built between advertisers and publishers. But as the industry evolves, a new set of unproven brand suitability vendors may be complicating advertisers\u2019 ability to invest confidently in news.&nbsp;<\/p>\n\n\n\n<p>Evidence suggests these new tools and solutions do not adequately consider advertisers\u2019 perspectives on risk and suitability, and they classify news content in ways that are not aligned with buyers\u2019 needs and expectations. This misalignment risks damaging news publishers\u2019 relationships with advertisers and weakening long-term revenue.<\/p>\n\n\n\n<p>Data backs this up. A recent DoubleVerify (DV) <a href=\"https:\/\/doubleverify.com\/blog\/web\/publisher\/advertising-in-news-outperforms-other-environments-marketers-say\">survey collected feedback from 25+ advertisers<\/a> across different industry verticals on content classified as \u201clow risk\u201d by new and unproven tools across three major news publishers\u2019 sites. Although a tiny portion of marketers \u2013 just 1% \u2013 view all types of news content as unsuitable for their advertising, respondents to the survey said in 92% of cases that they considered this \u201clow risk\u201d content (as classified by these new tools) to be unsuitable and would actively wish to avoid it.<\/p>\n\n\n\n<p>Consumer sentiment shows a similar trend. A DV survey of 295 U.S. consumers found that 26%, on average, would think less of a brand or respect it less if it appeared alongside the content categorized as \u201clow risk\u201d by these new vendors.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-maintaining-advertiser-trust\">Maintaining advertiser trust<\/h2>\n\n\n\n<p>It\u2019s tempting to believe that classifying large portions of news content as \u201clow risk\u201d might open up advertiser spending and drive additional revenue for publishers. However, in practice, the inverse is likely true. Classifications that do not reflect advertisers\u2019 views could damage their ability to invest confidently in news or alienate them from news publishers entirely.<\/p>\n\n\n\n<p>Many publishers understand that accurate and consistent classifications that meet advertisers\u2019 expectations ultimately help them build trust and confidence with their partners. Brands in some verticals are particularly sensitive, publishers say, such as those selling luxury goods or operating in regulated industries.<\/p>\n\n\n\n<p>Reliable, flexible and customizable tools therefore are critical for maximizing revenue for news publishers by enabling advertisers to avoid <em>only<\/em> content they deem unsuitable for their brands and campaign strategies. This approach is validated and supported by the advertiser community, including Wayne Blodwell, Global SVP Programmatic at Assembly Global.<\/p>\n\n\n\n<p>Blodwell said that, \u201cTrustworthy and accurate content classification is critical for enabling our clients to invest their budgets confidently \u2014 particularly in news environments. Reliable and consistent classification technology enables us to maximize our investment with news publishers while ensuring our clients\u2019 varied suitability needs and preferences are met.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-growing-advertiser-investment-in-news\">Growing advertiser investment in news<\/h2>\n\n\n\n<p id=\"h-growing-advertiser-investment-in-newsesearch-continues-to-show-that-investing-in-news-is-smart-business-for-advertisers-and-that-those-avoiding-it-altogether-are-missing-out-on-powerful-opportunities-to-engage-with-valuable-high-performing-audiences\">Research continues to show that investing in news is smart business for advertisers, and that those avoiding it altogether are missing out on powerful opportunities to engage with valuable, high-performing audiences.<\/p>\n\n\n\n<p>DV\u2019s News Accelerator initiative has seen first hand that advertisers feel most confident investing in news environments when they have transparency, flexibility and control over the specific types of news content they align with. DV data also reveals that advertising on news content now drives <a href=\"https:\/\/doubleverify.com\/blog\/web\/verify\/consumers-value-brands-that-support-the-creation-of-news\">16% more engagement<\/a> than non-news content, and advertising alongside news content typically <a href=\"https:\/\/doubleverify.com\/blog\/web\/publisher\/advertising-in-news-outperforms-other-environments-marketers-say\">outperforms other digital channels<\/a>, according to marketers.<\/p>\n\n\n\n<p>Ensuring content classification is accurate, reliable and scalable requires continued alignment across advertisers, publishers and technology providers. Without it, confidence in news environments will erode, along with the investment that depends on it.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-about-the-author\">About the author<\/h4>\n\n\n\n<p>Jack Marshall is the Head of News for DV. With nearly two decades of experience in digital media journalism and publishing, Jack leads DV\u2019s efforts in the news sector, including DV\u2019s News Accelerator initiative. The DV News Accelerator aims to align DV&#8217;s product innovation with the needs of the news industry, and encourage advertiser spending on news and journalism.&nbsp;<\/p>\n<div class=\"shariff shariff-align-flex-start shariff-widget-align-flex-start\"><ul class=\"shariff-buttons theme-round orientation-horizontal buttonsize-medium\"><li class=\"shariff-button twitter shariff-nocustomcolor\" style=\"background-color:#595959\"><a href=\"https:\/\/twitter.com\/share?url=https%3A%2F%2Fdigitalcontentnext.org%2Fblog%2F2026%2F03%2F23%2Ftrusted-content-classification-fuels-investment-in-news%2F&text=Trusted%20content%20classification%20fuels%20advertiser%20spend%20on%20news&via=DCNorg\" title=\"Share on X\" aria-label=\"Share on X\" role=\"button\" rel=\"noopener nofollow\" class=\"shariff-link\" style=\"; background-color:#000; color:#fff\" target=\"_blank\"><span class=\"shariff-icon\" style=\"\"><svg width=\"32px\" height=\"20px\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 24 24\"><path fill=\"#000\" d=\"M14.258 10.152L23.176 0h-2.113l-7.747 8.813L7.133 0H0l9.352 13.328L0 23.973h2.113l8.176-9.309 6.531 9.309h7.133zm-2.895 3.293l-.949-1.328L2.875 1.56h3.246l6.086 8.523.945 1.328 7.91 11.078h-3.246zm0 0\"\/><\/svg><\/span><\/a><\/li><li class=\"shariff-button linkedin shariff-nocustomcolor\" style=\"background-color:#1488bf\"><a href=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https%3A%2F%2Fdigitalcontentnext.org%2Fblog%2F2026%2F03%2F23%2Ftrusted-content-classification-fuels-investment-in-news%2F\" title=\"Share on LinkedIn\" aria-label=\"Share on LinkedIn\" role=\"button\" rel=\"noopener nofollow\" class=\"shariff-link\" style=\"; background-color:#0077b5; color:#fff\" target=\"_blank\"><span class=\"shariff-icon\" style=\"\"><svg width=\"32px\" height=\"20px\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 27 32\"><path fill=\"#0077b5\" d=\"M6.2 11.2v17.7h-5.9v-17.7h5.9zM6.6 5.7q0 1.3-0.9 2.2t-2.4 0.9h0q-1.5 0-2.4-0.9t-0.9-2.2 0.9-2.2 2.4-0.9 2.4 0.9 0.9 2.2zM27.4 18.7v10.1h-5.9v-9.5q0-1.9-0.7-2.9t-2.3-1.1q-1.1 0-1.9 0.6t-1.2 1.5q-0.2 0.5-0.2 1.4v9.9h-5.9q0-7.1 0-11.6t0-5.3l0-0.9h5.9v2.6h0q0.4-0.6 0.7-1t1-0.9 1.6-0.8 2-0.3q3 0 4.9 2t1.9 6z\"\/><\/svg><\/span><\/a><\/li><li class=\"shariff-button mastodon shariff-nocustomcolor\" style=\"background-color:#563ACC\"><a href=\"https:\/\/s2f.kytta.dev\/?text=Trusted%20content%20classification%20fuels%20advertiser%20spend%20on%20news https%3A%2F%2Fdigitalcontentnext.org%2Fblog%2F2026%2F03%2F23%2Ftrusted-content-classification-fuels-investment-in-news%2F\" title=\"Share on Mastodon\" aria-label=\"Share on Mastodon\" role=\"button\" rel=\"noopener nofollow\" class=\"shariff-link\" style=\"; background-color:#6364FF; color:#fff\" target=\"_blank\"><span class=\"shariff-icon\" style=\"\"><svg width=\"75\" height=\"79\" viewBox=\"0 0 75 79\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M37.813-.025C32.462-.058 27.114.13 21.79.598c-8.544.621-17.214 5.58-20.203 13.931C-1.12 23.318.408 32.622.465 41.65c.375 7.316.943 14.78 3.392 21.73 4.365 9.465 14.781 14.537 24.782 15.385 7.64.698 15.761-.213 22.517-4.026a54.1 54.1 0 0 0 .01-6.232c-6.855 1.316-14.101 2.609-21.049 1.074-3.883-.88-6.876-4.237-7.25-8.215-1.53-3.988 3.78-.43 5.584-.883 9.048 1.224 18.282.776 27.303-.462 7.044-.837 14.26-4.788 16.65-11.833 2.263-6.135 1.215-12.79 1.698-19.177.06-3.84.09-7.692-.262-11.52C72.596 7.844 63.223.981 53.834.684a219.453 219.453 0 0 0-16.022-.71zm11.294 12.882c5.5-.067 10.801 4.143 11.67 9.653.338 1.48.471 3 .471 4.515v21.088h-8.357c-.07-7.588.153-15.182-.131-22.765-.587-4.368-7.04-5.747-9.672-2.397-2.422 3.04-1.47 7.155-1.67 10.735v6.392h-8.307c-.146-4.996.359-10.045-.404-15.002-1.108-4.218-7.809-5.565-10.094-1.666-1.685 3.046-.712 6.634-.976 9.936v14.767h-8.354c.109-8.165-.238-16.344.215-24.5.674-5.346 5.095-10.389 10.676-10.627 4.902-.739 10.103 2.038 12.053 6.631.375 1.435 1.76 1.932 1.994.084 1.844-3.704 5.501-6.739 9.785-6.771.367-.044.735-.068 1.101-.073z\"\/><defs><linearGradient id=\"paint0_linear_549_34\" x1=\"37.0692\" y1=\"0\" x2=\"37.0692\" y2=\"79\" gradientUnits=\"userSpaceOnUse\"><stop stop-color=\"#6364FF\"\/><stop offset=\"1\" stop-color=\"#563ACC\"\/><\/linearGradient><\/defs><\/svg><\/span><\/a><\/li><\/ul><\/div>","protected":false},"excerpt":{"rendered":"<p>Advertiser investment in news depends on buyers having clear, reliable control over how their suitability preferences, meaning the content they consider appropriate for their brands are applied. As new brand&#8230;<\/p>\n","protected":false},"author":4704,"featured_media":47038,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[4399,4301],"tags":[1968,164,1204],"coauthors":[5053],"class_list":["post-47034","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","category-supporter-spotlight","tag-classification","tag-digital-advertising","tag-supporter"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Trusted content classification fuels advertiser spend on news - Digital Content Next<\/title>\n<meta name=\"description\" content=\"When content classification fails advertiser expectations it introduces risk and uncertainty, which reduces advertiser news 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