New “misinformation solution” protects advertisers, identifying reputable news sources on YouTube while also isolating high risk stories and sources

Pixability, a leader in AI-driven contextual targeting and brand safety for YouTube and connected TV (CTV), has announced a groundbreaking brand safety solution specifically for news content, in collaboration with Ad Fontes, an authority in rating news sources for bias and reliability. This new offering addresses the pressing issue of misinformation by protecting advertisers on reputable news channels on YouTube.

Addressing the Misinformation Challenge
In an era where false and misleading information is prevalent across digital platforms, Pixability’s new solution tackles two critical challenges for advertisers:

1. Identifying Reputable News Sources: The solution focuses on identifying trustworthy news sources that maintain proper journalistic standards without extreme bias.
2. Screening Sensitive News Stories: It screens these reputable channels for high-risk and sensitive news stories that may not align with certain advertisers' brand values.

Combining Pixability’s robust brand safety technology, which includes both tech and human monitoring, with Ad Fontes’ comprehensive news ratings system ensures marketers can run their ads in a trusted news environment.

Supporting Trustworthy Journalism
“At a time when false and misleading information is rampant across all platforms, it’s important we identify and provide support for sources of news that are trustworthy and not expressing extreme bias,” said Vanessa Otero, founder and CEO of Ad Fontes. She emphasized the vastness of YouTube's content landscape, which presents both opportunities and challenges for advertisers looking to engage with high-quality journalism.

The new solution enables advertisers to select channels that adhere to recognized journalistic practices, including thorough fact-checking. Additionally, Pixability’s technology allows for real-time monitoring of sensitive news topics, isolating potentially inappropriate stories even from reputable sources.

Industry Recognition
David George, CEO of Pixability, expressed excitement about the partnership with Ad Fontes, highlighting the pressing need to support reputable news sources. “We’ve seen a pattern of brands and agencies avoiding news content altogether due to a lack of effective brand suitability solutions tailored for news sites. We are proud to address this issue specifically on YouTube,” he stated.

Industry leaders are also recognizing the importance of this new solution. AJ Brown, COO of the Brand Safety Institute, remarked, “Brands play a critical role in safeguarding the future of reliable, quality journalism. The decision to invest in news calls for nuanced buying options that go beyond traditional brand suitability risk categorization, allowing marketers to support quality journalism through targeted ad buys.”

The Value of News Content for Advertisers
Pixability’s insights team revealed that approximately 40% of YouTube advertisers currently opt to avoid news content. This trend not only undermines funding for reputable news sources but also limits advertisers' engagement opportunities in vital areas of interest.

Furthermore, data released by Pixability shows the compelling value of news content for advertisers:

• Advertisers across various sectors, including food & beverage, automotive, entertainment, and travel, experience engagement rates that are 24%-44% better when utilizing news content compared to average content categories on YouTube.
• The desirable 18-24 age demographic shows the highest likelihood of engaging with advertisements featured in news content.
• Reputable news channels on YouTube maintain a staggering 99% favorability rating from audiences.

With the launch of this brand safety solution, Pixability and Ad Fontes are setting a new standard for responsible advertising in the digital age, enabling brands to support quality journalism while mitigating risks associated with misinformation. As the landscape of digital content continues to evolve, this partnership underscores the necessity of providing advertisers with the tools needed to engage effectively with audiences in a trustworthy environment.