“So without a good way to determine reliability of news content, many advertisers have simply chosen to avoid advertising on news content altogether. “An advertiser’s worst nightmare is having an ad placement damage even one customer’s trust in a brand,” Crovitz explained. NewsGuard’s Co-CEO Gordon Crovitz explained that the new product is also designed to solve the problem that many advertisers now refuse to advertise programmatically on news websites altogether out of concern that their ads could end up on inappropriate news websites.
#LINKEDIN JOBS BRANDGUARD LICENSE#
We have dozens of dedicated journalists supervised by some of the nation’s most credentialed editors doing this and only this.”Īdvertisers and ad agencies now have the option to license a database of NewsGuard’s ratings, which include “Red” and “Green” ratings for each website, a credibility score, details about each site’s performance on NewsGuard’s nine journalistic criteria, and a host of metadata fields. That’s why we’re already in discussions with the ad tech firms, leading agencies, and major advertisers. “We offer a vital added layer of protection by guaranteeing to advertisers, their agencies, and their ad tech firms that the sites we review have been read by trained humans-typically two analysts and two senior editors signing off on each review-before we rate them. “The ad tech firms offer great services that use artificial intelligence to screen for pornography and sites filled with hate speech, but they have no product that can spot fake news, because fake news fakes out AI by reading and looking like real news,” said NewsGuard co-CEO Steven Brill. (November 19, 2018) NewsGuard, a new company that uses trained journalists to rate and review news and information websites for credibility and transparency practices, today announced the launch of BrandGuard, the NewsGuard brand safety tool aimed at helping advertisers keep their brands off of unreliable news and information sites while giving them the assurance they need to support thousands of Green-rated news and information sites, big and small. NewsGuard’s Brand Safety offering flags sites that publish hoaxes and misinformation, while giving green light to legitimate publishers-offering programmatic advertisers detailed ratings and rich metadata for websites accounting for 97% of social media engagement with news and information in the U.S. NewsGuard Launches ‘Human Intelligence’ BrandGuard Service to Help Advertisers Keep their Brands Off of ‘Fake News’ Websites
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