Observed Signal · Aug 26, 2026 · Corporate Update · Source: DoubleVerify · Impact: 3/5
News Helps Advertisers Get More From Their Media Investment, New Analysis Finds
DoubleVerify published an analysis on August 26, 2026 showing that ads placed on professional news sites deliver stronger returns than non-news inventory. Across campaigns from 12 advertisers in the first half of 2026, news publishers delivered 17.7% lower CPM, 38.4% lower CPC, and 20.6% lower vCPM. Publishers analyzed include Euronews, Mail Metro Media, The Associated Press, The Guardian, and The Telegraph. The findings reinforce the value of DoubleVerify's News Accelerator initiative.
The analysis provides AI-based evidence that premium news inventory is more efficient than non-news environments, which could encourage advertisers to shift digital spending toward news publishers and improve monetization of quality journalism.
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Key Takeaways & Evidence Grounding
- On August 26, 2026, DoubleVerify released an analysis of campaign performance across news websites.
- The analysis covered 12 advertisers during the first half of 2026.
- News inventory delivered a 17.7% lower CPM, 38.4% lower CPC, and 20.6% lower vCPM compared with other web environments.
- Participating news publishers included Euronews, Mail Metro Media, The Associated Press, The Guardian, and The Telegraph.
- The analysis was enabled by DoubleVerify's News Accelerator initiative; prior research cited reports 16% higher engagement for ads next to professionally produced news.
Connected Companies & Entities
“DoubleVerify, listed on NYSE as DV, released the analysis and runs the News Accelerator initiative to demonstrate the value of advertising i...”
“Euronews was one of the participating news publishers whose inventory was included in the campaign performance analysis.”
“The Guardian was a participating news publisher and its vice president of revenue operations and strategy, Dave Strauss, provided a quote in...”
“The Telegraph was a participating news publisher and its Director of Commercial Success Strategy, Anthony Crocker, commented on the findings...”
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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.
Introducing the EX.CO AI Analyst
EX.CO has introduced the AI Analyst, a conversational data assistant integrated into its platform's report builder, enabling publishers to ask performance questions in plain language and receive instant reports, comparisons, and explanations. The tool addresses the significant time publishers spend on manual data processing, citing industry surveys showing 73% of executives spend too much time on such tasks. The AI Analyst queries live account data, maintains conversational context, and ensures data privacy, with early internal testing confirming accuracy. It is rolling out to EX.CO customers now, marking the first step in a broader AI integration across the platform.
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