In this time of unprecedented access to information, it's crucial objective journalism remains a cornerstone of an informed and functional society. However, as modern news organizations grapple with increasing financial pressures, a troubling trend has emerged: advertisers' over-reliance on blunt-object keyword-blocking measures.
Broad ad-blocking strategies discourage coverage of complex topics. The financial strain on news organizations is a longstanding public affair, some of which is self-inflicted. With digital advertising now the dominant revenue stream for news outlets, applying certain brand-safety practices has led to the widespread demonetization of critical news topics.
Studies show that advertising in news environments delivers strong results. A 2020 IAB report found that consumers trust brands more when they appear alongside trusted, professional news sources - a phenomenon dubbed the news trust halo.
At the heart of this issue is a misunderstanding of how the public views advertising in the context of news. Rather than associating brands with negativity, readers often trust brands more when their advertisements appear alongside professional journalism.
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