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Block Ads from Fake News Sites

Posted on 12.05.2016

"Fake news" is a hot topic these days and businesses are increasingly concerned about the impact that it has on their advertising intiatives. 

Trust and transparency have long been considered fundamental elements of advertising and it's becoming critical to the success of digital media efforts and solutions are emerging which aim to safeguard advertisers from appearing on fake news websites. 

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DoubleVerify, for example, recently announced a new offering that reportedly groups  inflammatory sites together as a new "brand-unsafe category", which allows advertisers to more easily exclude them from within the DV Digital Impression Quality suite of services. 

"Our newest offering shines a bright light on the fake news sites that are deceiving millions of consumers and siphoning millions of media dollars from unsuspecting brand advertisers,"  said Wayne Gattinella, DoubleVerify CEO. 

Gattinella revealed to Digiday that the list already includes hundreds of sites and will be continuously updated. The ability to analyze for fake news in real-time is going to be critical to the success of an effort like this. 

Will other vendors release similar site-level blocking in the name of quality control in the near future? Share your thoughts with a comment below...  

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