Observed Signal · Nov 26, 2025 · Survey · Source: ExchangeWire · Impact: 3/5 · Sentiment: Positive
Marketers Favor News Ads for Superior Campaign Performance
DoubleVerify conducted a global survey of 1,970 marketers to understand attitudes toward advertising in news environments. The findings show that news inventory often outperforms campaign baselines: 60% of respondents reported better performance, 27% reported parity, and 11% reported below-average results. Most marketers view news as a suitable advertising environment, with only 1% considering all news types unsuitable. Among those surveyed, 53% currently invest in news content, and 28% plan to in the future, with investing marketers allocating an average of 28% of their budgets to news. Sectors such as automotive and healthcare/pharma are more likely to advertise alongside news. Agencies exhibit greater sensitivity to controversial topics than brands, with 20% more agency respondents citing this as a barrier to increasing investment. To address suitability concerns, DV introduced three news-related categories—Sensitive Breaking News, Current Events, and Opinion & Editorial—enabled by AI classification to enable safer, more granular news inventory buying.
Provides meaningful insight into advertiser behavior and investment in news content, including new suitability categories and budget allocations.
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Key Takeaways & Evidence Grounding
- DV surveyed 1,970 marketers globally about attitudes toward advertising in news content.
- News inventory was perceived as superior by 60% of respondents, with 27% on par and 11% below baselines.
- 53% currently invest in news content; 28% intend to in the future; investing marketers allocate an average of 28% of their ad budgets to news.
- DV introduced three news-related suitability categories—Sensitive Breaking News, Current Events, and Opinion & Editorial—enabled by AI-classification.
Connected Companies & Entities
1 Entity mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Unlocking News Advertising: A Goldmine for Brands
Advertisers are under‑allocating to news despite rising demand and strong performance metrics. Multiple large studies and industry analyses cited by Adweek show news consumption has increased (including a surge among "news junkies"), that traditional hard news produces longer time-on-page and higher ad-attention, and that ads adjacent to hard news perform at least as well as those in typically "brand-safe" categories. Research from Stagwell, IAB, and third-party measurement (Teads, Lumen, Ad Fontes Media with The Trade Desk) reports improved brand recall, comparable or better purchase intent and favorability, and case-study reductions in CPA and CPM. The article argues that outdated keyword blocklists and brand-safety fears have driven an
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.
Olyzon Launches Agentic Orchestration Platform for Advertising
Olyzon, an agentic orchestration platform for advertising, has launched its technology live in market, optimizing real advertising campaigns. The platform enables agencies and brands to orchestrate media budgets across CTV, YouTube, social, digital audio, and DOOH from a single interface, integrating with existing DSPs, SSPs, and measurement partners. It is positioned as a working example of a Unified Media Platform (UMP), connecting systems that previously operated in silos. Key integrations include Amazon DSP, DV360, The Trade Desk, Yahoo DSP, Universal Ads, Vibe, Spotify, PubMatic, Swivel.ai, DoubleVerify, Xpln, Lucid, and Innovid. The launch was announced at Advertising Week New York.
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