Why it’s critical for advertisers to support reputable news publishers
Chad Schulte, senior vice president of agency partnerships and strategy, Seedtag
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.
These practices are designed to shield brands from content deemed controversial or unsafe but unintentionally undermine the viability of a healthy and functioning news media. 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.
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. Words like conflict, crisis, protest and even election often trigger automated ad-blocking algorithms, depriving articles on these topics of revenue opportunities.
The implications are profound: Newsrooms face financial disincentives to report on complex issues that require public attention.
News audiences represent engaged consumers receptive to advertising
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. This underscores that news readers don’t transfer negative feelings about content onto adjacent advertisers. Instead, they see these brands as supporters of credible, high-quality information, ultimately strengthening brand equity.
Yet, despite mounting evidence, the advertising industry remains hesitant. This is partly driven by the broader erosion of public trust in news media. The proliferation of misinformation, the dominance of hyper-partisan outlets and the blurred line separating news and opinion have all fueled skepticism. Social media platforms, filled with unverified and sensational content, further complicate readers’ ability to distinguish reliable journalism from noise.
Despite these challenges, legacy news organizations that uphold professional standards of impartiality, fairness, fact-checking and accountability remain the most trusted sources of information. While not perfect, their commitment to journalistic integrity distinguishes them from the sea of clickbait content online. Supporting these institutions is essential to restoring public trust in media.
A refined brand safety strategy benefits both publishers and advertisers
Advertisers have a vital role in this ecosystem. By adopting a more nuanced approach to brand safety, they can support the journalism that underpins a functioning democracy and society. Collaborating directly with trusted news outlets and leveraging more sophisticated contextual targeting ensures ads appear in environments aligned with brand values without undermining important reporting.
It’s worth remembering that news media and advertisers share a symbiotic relationship. Advertisers benefit from news platforms’ broad reach and credibility, while news organizations depend on advertising revenue as their lifeblood. When advertisers abandon news in pursuit of perceived zero-risk environments, they weaken this relationship and risk alienating a public that values transparency, authenticity and bold choices.
The stakes are too high for advertisers to turn from professional and impartial news media. Reliable journalism is essential to holding power to account, exposing injustices and fostering an informed public. Advertisers are aligning themselves with these values to support professional news organizations and demonstrate a commitment to truth and accountability.
The financial challenges facing journalism are significant but not insurmountable. Addressing them requires bold action from stakeholders across the media ecosystem. Advertisers must understand that fears of adjacency to important stories are misplaced and that supporting news organizations delivers meaningful impact and measurable returns. By allying with the press, advertisers help ensure that objective, reliable journalism thrives in an age when it is more essential than ever.
Sponsored by Seedtag
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