DV Launches News Accelerator

DoubleVerify, the leading software platform for digital media measurement, data, and analytics, today (October 16th, 2024) announced the launch of its News Accelerator programme. Over a year in the making, this initiative will further align DV's product innovation with the needs of the news industry, and encourage advertiser spending on news and journalism. 

Key components include the introduction of DV News Plus, a positive contextual segment for news, advanced suitability controls, and enhanced analytics tools to drive more positive advertiser engagement with news. Through the programme, DV will foster partnerships and feedback loops with dozens of news publishers, across the spectrum of news content - from regional and niche publications to global news leaders, and will educate the industry on how to balance brand suitability with the brand-building opportunity presented by news content. To underscore the investment in the initiative, DV has appointed industry veteran Jack Marshall as the company’s head of news, who will spearhead the work.

"It is clear that advertising on news sites is a win-win for brands and journalism," said Mark Zagorski, CEO of DoubleVerify. "Our News Accelerator goes beyond just lip service support – it involves real investment in scalable products and thought leadership. This will empower brands to amplify their voice in a safe and suitable manner that boosts campaign performance, while supporting vital news and journalism."

As brands increase their advertising spend, they seek greater transparency and control over ad placements to maximise performance and protect brand reputation online. However, overly broad use of media quality tools can unintentionally block valuable news content. DV data reveals that advertising on news sites generates nearly 20% more engagement than non-news content, presenting a significant opportunity for brands to connect with highly engaged and attentive audiences. By strategically investing in news, brands can enhance reach and campaign effectiveness without sacrificing brand suitability.  

Jack Marshall, with nearly two decades of experience in digital media journalism and publishing, will lead DV’s efforts in the news sector. Marshall has held senior reporting and editorial roles at top publications, including The Wall Street Journal and Digiday. Before joining DV, he co-founded and led Toolkits, a media company focused on publisher monetisation and exploring how media companies can effectively and sustainably monetise digital content. 

"I am excited to take on this new challenge as DoubleVerify’s first head of news," said Marshall. "By working closely with publishers we will ensure advertisers are equipped with technology, tools, and insights to support news content and confidently engage with valuable news audiences. DV is taking concrete action to empower publishers, and I look forward to collaborating closely with the community to better understand its needs and leverage its insights to enhance DV’s solutions further."

For more information about DV’s News Accelerator, email newsaccelerator@doubleverify.com.