Observed Signal · Aug 26, 2026 · Technical Release · Source: https://martechseries.com/feed/ · Impact: 2/5 · Sentiment: Positive
Publisher & Media Owner Market: DoubleVerify: News Improves Advertiser Media Efficiency
DoubleVerify published an analysis showing that advertising alongside professionally produced news content delivers stronger campaign outcomes and lower media costs compared with other web environments. The study, run through DoubleVerify’s News Accelerator initiative, analyzed performance across dozens of news sites (including Euronews, Mail Metro Media, The Associated Press, The Guardian and The Telegraph) and 12 advertisers in H1 2026. Results reported 17.7% lower CPM, 38.4% lower CPC and 20.6% lower vCPM for campaigns on news properties. DoubleVerify used its AI-powered optimization and measurement technology to evaluate campaign performance and media costs. Publishers quoted in the coverage — The Guardian, The Telegraph, Mail Metro Media and Euronews — commented that the findings validate news as an efficient, high-performing channel for advertisers.
Independent measurement by a recognized verification vendor shows measurable cost and engagement benefits for advertising on news publishers—useful evidence for media planners but not industry-shifting.
Key Takeaways & Evidence Grounding
- DoubleVerify released an analysis showing advertising alongside professionally produced news improves media investment outcomes.
- The analysis examined campaign performance across dozens of news websites including Euronews, Mail Metro Media, The Associated Press, The Guardian and The Telegraph.
- Ads on news properties produced 17.7% lower CPM, 38.4% lower CPC and 20.6% lower vCPM compared with campaigns in other web environments.
- The study analyzed campaigns from 12 advertisers during the first half of 2026 and used DoubleVerify’s AI-powered optimization and measurement technology via its News Accelerator initiative.
Connected Companies & Entities
8 Entities mappediTech Series
B2B tech publisher and demand generation services provider.
“As part of the iTech Series network, it acts as a "Brand to Demand" partner....”
GlobeNewswire
Newswire platform for press releases, disclosures and PR analytics.
“Author: Globe Newswire GlobeNewswire is one of the world's largest newswire distribution networks, specializing in the delivery of corporate...”
DoubleVerify
Adtech platform for media quality, measurement and optimisation.
“DoubleVerify, the leading software platform to verify media quality, optimize ad performance and prove campaign outcomes, released the resul...”
AP
Global not-for-profit news cooperative and content syndication service.
““These findings affirm what we hear consistently from our advertising partners: news environments like The Telegraph deliver measurable valu...”
The Guardian
Digital news publisher with advertising, subscriptions and content licensing.
““News content continues to deliver campaign performance for marketers, offering an unparalleled opportunity to reach valuable, engaged audie...”
Telegraph / The Telegraph
UK subscription-first news publisher with premium advertising inventory.
““These findings affirm what we hear consistently from our advertising partners: news environments like The Telegraph deliver measurable valu...”
Euronews
Multilingual news publisher and broadcaster monetised through ads and syndication.
“The analysis examined campaign performance across dozens of news websites, including Euronews, Mail Metro Media, The Associated Press, The G...”
MarTech Series
B2B martech publisher with demand generation services.
“MarTech Series is a leading publishing platform that provides daily updates on marketing technology news, in-depth interviews with industry ...”
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