Channel Factory and Ad Fontes Media launch Political Campaign Digital Media Solution focused on brand safe and reliable news content Ahead of the 2024 US Presidential Election
02 Julio 2024 - 8:00AM
Channel Factory, the global brand suitability and contextual
advertising platform, and Ad Fontes Media, a tech company that
rates the news for bias and reliability, have announced a new
partnership that will give advertisers greater confidence to invest
in brand-safe and reliable news content. The partnership comes as
the 2024 United States presidential election enters a period of
peak news coverage and content creation on social media, where
opinion is often prioritized over authentic news.
Advertisers have grappled with the complexities of
an online media landscape saturated with misinformation and
provocative content for more than a decade. To reduce potential
conflicts with brand safety standards, many digital advertisers
have resorted to excluding news content from their media plans,
cutting off revenue to credible news outlets.
By leveraging Ad Fontes Media’s responsible
journalism insights with Channel Factory’s brand suitability and
safety contextual awareness, reliable and diverse news
organizations that were previously blocked will be curated and
available to advertisers.
“As the 2024 U.S. presidential election nears, it’s
more important than ever for citizens to get minimally biased and
highly reliable news so they can make informed choices when they go
to the polls,” said Vanessa Otero, founder and CEO of Ad Fontes
Media. “Our collaboration with Channel Factory addresses the
ongoing crisis of credible journalism by ensuring advertising
revenue goes to credible news outlets instead of purveyors of
brand-unsafe, dubious content.”
Recent research released by Stagwell at the Future
of News summit showed that news inventory typically performs
equally well as sports and entertainment content, and is better
than average for the 11% of consumers who are avid news
followers.
When unblocked, news and political content can
deliver roughly 16% of total campaign impressions vs. 0% when the
impressions remain blocked. Through this partnership, political
advertisers and mainstream and mission-driven brands will have
increased capabilities, including:
- Target consumers of various
affiliations with key messaging in contexts that align with (or
challenge) their personal leanings.
- Unlock large pools of ad inventory
within credible news channels on social media without sacrificing
brand safety.
- Target their messages to voters while
ensuring their ads run against credible content.
“The industry standards that have been built in the
name of brand safety and suitability were well-intentioned, but
have had unexpected consequences. One of these has been the
overblocking and demonetization of responsible news - and that is
not only bad for the advertiser but for all of society,” said Phil
Cowdell, Global Chief Strategy Officer of Channel Factory. “Ad
Fontes and Channel Factory share a similar mission to create a more
appropriate, responsible, and trusted media landscape.”
To learn more about this partnership, please visit
ChannelFactory.com or adfontesmedia.com.
About Channel FactoryChannel
Factory is a global technology and data platform that maximizes
both business performance and brand reputation for advertisers
without compromising on either through contextual targeting on
YouTube and digital video. Channel Factory’s technology platform,
ViewIQ, analyzes all YouTube channels and videos to ensure ads run
on brand-suitable and contextually relevant content. Channel
Factory maximizes performance for advertisers on YouTube through
managed service or self-service dynamic inclusion and exclusion
lists, easily implemented through DV360 or Google Ads. Our platform
is built to meet the needs of advertisers, offering standard IAB
category lists or highly customized content lists in 49+
languages.
About Ad Fontes MediaAd Fontes
Media is the producer of The Media Bias Chart®, which rates media
sources in terms of political bias and reliability. The company was
founded with the mission of rating all the news to positively
impact the media ecosystem. Ad Fontes Media rates content at the
source level, article level, and episode level using a combination
of human analysts and AI for the most accurate and real-time
ratings available on the market. The company’s Interactive Media
Bias Chart Data Platform, API, and direct ad-tech integrations
allow Ad Fontes Media’s brand, media, and media technology partners
to leverage its comprehensive news source ratings so they can
engage with them in real time in media planning, activation, and
reporting.
Media Contact:Andrew
Krepowandrew@broadsheetcomms.com