As misinformation and misinformation become a growing concern among viewers, a new service will allow advertisers to identify responsibly flagged programming both digitally and linearly, protecting brand safety while supporting quality journalism
NEW YORK, December 02, 2021– (BUSINESS WIRE) – IPG Mediabrands today announced an agreement with NewsGuard under which it will expand its existing partnership with NewsGuard, which enables responsible digital programmatic advertising to become a pre-planning and co-operative capability. -create the very first evaluation tool. and evaluate individual broadcast and cable news programs and networks. This tool goes beyond NewsGuard’s current offering for rating the reliability of news and information websites, giving advertisers better visibility before investing their money in media. The new rankings will include 117 shows across 27 networks and will launch in Spring 2022, in time for Upfronts, as an exclusive offer for Mediabrands customers.
“In this age of misinformation and misinformation, one of the most important things we can offer our clients is to further ensure that their media dollars do not support deceptive content,” said Dani Benowitz, president, United States. United, from MAGNA, Mediabrands’ main global media. investment and intelligence company. “NewsGuard is quickly gaining the trust of viewers as an impartial reviewer of news networks and sites. We are delighted to support NewsGuard as it goes even further and evaluates the programs themselves.
“Mediabrands has been visionary in guiding its clients towards responsible advertising, and we are delighted to partner with them in this next pioneering initiative to realize this vision,” said Steven Brill, Co-CEO of NewsGuard.
Currently, under an agreement offering its customers discounted rates for using NewsGuard’s data, Mediabrands recommends websites, including those from networks that score 85% or more on the reliability scale. NewsGuard’s nine credibility and transparency criteria, creating a “nutrition label” for news, exceeding the 60% score required by NewsGuard to earn its green check mark. Recognizing that some programs on cable news, for example, are more journalistically controlled than others, program-by-program ratings will give advertisers more options to consider.
“Our team of experienced journalists from diverse backgrounds bring a decidedly non-political and transparent approach to media reviews,” said Gordon Crovitz, Co-CEO of NewsGuard. “We are delighted to have a partner in Mediabrands as we expand our news source reliability assessment mission to now include TV news spectrum assessment, from morning shows to animated opinion pieces. in the evening. With this expansion of our partnership, Mediabrands, which previously made NewsGuard’s programmatic advertising services available to its clients, now becomes a leader in providing brands with responsible advertising insurance across a full range of advertising media. and media. “
Mediabrands’ 2021 report, The Dis / Misinformation Challenge for Marketers, explained how unsubstantiated opinions masquerading as news on social media were a growing concern for consumers and advertisers. He recommended that advertisers use services such as NewsGuard to identify media that presented reliable and carefully selected information.
The Mediabrands UM, Initiative and MAGNA entities will work with NewsGuard on this new exclusive agreement. For more information, please contact [email protected]
ABOUT IPG MEDIABRANDS:
IPG Mediabrands is the media and marketing solutions division of Interpublic Group (NYSE: IPG). Mediabrands manages approximately $ 40 billion in global marketing investments on behalf of its clients and provides strategic services and solutions through its award-winning, full-service UM and Initiative agency networks and through its innovative companies specialized in Marketing Reprise, MAGNA, Orion, Rapport, Healix, Mediabrands Content Studio and IPG Media Lab. Mediabrands customers include many of the world’s most recognizable and iconic brands from a broad portfolio of industry sectors. The company employs more than 13,000 marketing experts in more than 130 countries representing all of humanity’s diversity. For more information, please visit our website: www.ipgmediabrands.com and be sure to follow us on LinkedIn, Twitter or Instagram.
Launched in March 2018 by award-winning media entrepreneur and journalist Steven Brill and former Wall Street Journal editor Gordon Crovitz, NewsGuard provides credibility ratings and in-depth ‘nutrition labels’ for thousands of news and research websites. ‘information. NewsGuard rates all news and information websites that account for 95% of online engagement in the US, UK, Germany, France and Italy. NewsGuard ratings are performed by journalists trained using nine non-political criteria for journalistic practice, including whether a site repeatedly posts false content, whether it regularly corrects or clarifies errors, and whether it avoids errors. misleading headlines. Tech companies, content platforms, and others license NewsGuard assessments to help identify credible news sources and prevent misinformation. Advertisers, advertising agencies, and ad technology companies license NewsGuard’s responsible news advertising tools to ensure brand safety for programmatic advertising. NewsGuard’s ratings for individual cable and television news broadcasts will be launched exclusively as a tool for advertisers through IPG Mediabrands. For more information, visit newsguardtech.com.
See the source version on businesswire.com: https://www.businesswire.com/news/home/20211202005236/en/
Head of Global Communications, Mediabrands