Meetrics and NewsGuard announce brand safety partnership

Nov 3, 2020 | Content marketing, Online advertising

Meetrics and NewsGuard announce brand safety partnership
Meetrics and NewsGuard have teamed up to fight fake news, with a solution is able to detect disinformation and misinformation using human intelligence instead of an algorithm.

Unlike services that rely only on Artificial Intelligence, NewsGuard’s database is created by trained journalists all over the world who are able to detect disinformation and misinformation using human intelligence instead of an algorithm.

Combined with Meetrics’ in analytics capabilities, this will provide advertisers with the necessary tools to effectively protect their brands from misinformation campaigns, and instead focus their ad campaigns on reliable news sites.

To do so, Meetrics has integratedNewsGuard’s database ⁠— containing more than 6,000 website ratings and related metadata ⁠— into its service.

Advertisers can now avoid ad placements on websites that the team of trained, professional journalists at NewsGuard has identified as unreliable sources. Most important, this allows advertisers to respond to the pressing issue of misinformation around the COVID-19 pandemic, and avoid giving money to websites that spread such potentially dangerous false claims, while supporting legitimate news publishers. Since the beginning of 2020, NewsGuard has catalogued 350 websites that spread coronavirus misinformation — and more are added almost every day.

“The level of disinformation on some websites reached an extent that demanded immediate action. For example, when recommendations are made in connection with COVID-19 that may cause long-lasting and severe health defects, and are strongly warned against by officials. Advertisers risk unknowingly placing their ads on such websites, and unwillingly endangering the consumers’ trust in their brand,” says Philipp von Hilgers, Co-Founder and Managing Director of Meetrics, adding: “The partnership with NewsGuard provides Meetrics with the necessary, clear-cut data to restrict and control ad placement via its own technology. That way advertisers can now rely on a solution that not only protects them from massive damages to their brand reputation, but also allows them to continue advertising on credible news sites, i.e. an environment that promises enormous reach and is highly regarded by users.

NewsGuard’s dataset contains all the news and information websites that cover 95% of social media interactions with news content in the USA, UK, Germany, France and Italy. It also provides insights into various categories of misinformation, including health-related misinformation, but also political and other conspiracy theories and hoaxes ⁠— enabling advertisers to precisely target their campaigns, and to avoid particular types of unreliable websites.

“Our partnership with Meetrics will allow brands and agencies across Europe to use NewsGuard’s data with greater ease and flexibility,” said Anna-Sophie Harling, Managing Director of Europe at NewsGuard. “Together, we can work to fund credible news operations while driving advertising spend away from disinformation websites.”

All topics

Previous editions

Get email edition

Share This