NewsGuard Strikes Another Programmatic Platform Deal, Licenses Data To

Digital news and information veracity ratings service NewsGuard continues to expand its coverage across the programmatic advertising marketplace, announcing a deal this morning to license its data to, a supply-side platform (SSP) used by publishers to sell ads programmatically to advertisers and agencies.

The deal follows previous ones NewsGuard struck with SSPs, including PubMatic, Teads, Index Exchange, TripleLift, GumGum, as well as other platforms enabling or enhancing programmatic targeting, such as Connatix, OpenWeb, Peer39, Comscore, Zefr, Meetrics.

While it's unclear what the explicit coverage is of programmatic buys, the deals insert a new level of accountability and brand safety in programmatic ad buys, where humans often rely on automated decisions derived from "inclusion" or "exclusion" lists to ensure ads don't run in the wrong places or to the wrong audiences.



"We have some other large SSPs that have signed with us recently but haven't yet publicly announced," NewsGuard General Manager Matt Skibinski said, adding, "But you can imagine why there's been such a trend toward ad platforms proactively implementing solutions to account for news credibility.

"The current global news context presents a significant concern about misinformation and disinformation risk for brands between Ukraine, COVID-19, vaccines, elections, and other topics." describes itself as a "contextual-first" platform and in a statement, Senior Vice President-Business Development and Operations Karan Dalal said, "We pride ourselves on providing high-quality, high-performance inventory for our advertisers —and we’re excited to expand on that commitment to the support of quality journalism."

NewsGuard began by ratings the credibility of digital publishing, but it is in the process of deploying a new product rating the veracity of TV news networks and programming, under an exclusive deal with IPG Mediabrands, which plans to utilize it as part of its 2022-23 upfront TV advertising buys.

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