Next in Media Why Brands Should Stop Avoiding News with Jack Marshall
Why Brands Should Stop Avoiding News with Jack Marshall
Brands have long shied away from advertising in news, fearing controversy or association with “negative” stories; but that hesitation is costing them results. This week, Mike Shields talks with Jack Marshall, Head of News at DoubleVerify, about why avoiding news is a missed opportunity and how advertisers can take a smarter, more nuanced approach to brand safety and suitability.
Jack shares insights from DV’s research, which shows that news content drives 16% more engagement than non-news media, and explains how AI-driven tools are helping advertisers target responsibly while supporting trusted journalism. The conversation covers the shifting perceptions of news advertising, AI’s role in brand safety, and why authentic reporting may soon stand out as the antidote to AI-generated “slop.”
Highlights:
📰 The News Opportunity – DV data shows that news content generates 16% more engagement than non-news, yet many advertisers still block it.
🔒 Brand Safety vs. Suitability – Safety covers truly unsafe content (malware, spam, copyright infringement); suitability is where nuanced strategy is needed.
🧠 Educating the Industry – Jack’s role includes helping advertisers, agencies, and publishers understand how to unlock news environments safely.
🛠️ Smarter Tools, Less Risk – DV’s AI-driven keyword optimization helps reduce false blocks and allows brands to use a scalpel instead of a sledgehammer.
⚙️ Product Innovation – DV’s News Accelerator initiative and contextual categories like News+ and News+ Light make it easier to advertise in quality news at scale.
📉 Myth-busting Fear – Consumers can separate ads from content; most don’t associate a brand with a nearby tough headline.
🤖 AI & Trust – As AI-generated misinformation spreads, real journalism becomes more valuable — “the real connections stand out among the weirdness.”
💬 Shift in Attitude – Advertisers are realizing they’ve been too conservative and are reopening budgets for trusted news environments.
🪶 Publishers Adapting – From the New York Times’ strong ad growth to the rise of news creators, publishers are learning to leverage trust, voice, and engagement.
🌍 Future Outlook – Expect closer ties between news brands and influencers, merging authenticity with scale in ad models.
Resources and links:
🔗 Follow Jack Marshall on LinkedIn → https://www.linkedin.com/in/jackmarshall/
🌐 Learn more about DoubleVerify’s News Accelerator → doubleverify.com
Explore Sabio’s platform: sabioctv.com
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🎧Subscribe to Next in Media on Apple Podcasts
Chapters:
00:00 Research shows advertisers miss out by avoiding news
00:40 Introducing Jack Marshall, Head of News at DoubleVerify
02:00 Why DV created a Head of News role
03:20 Educating advertisers and publishers on news investment
04:50 The CMO vs. junior buyer disconnect
06:00 Brand safety vs. brand suitability explained
07:30 When it’s reasonable to exclude content — and when it’s not
08:20 Modern tools vs. blunt keyword blocking
09:20 Overgeneralizations and nuanced strategies
10:00 The myth of “negative adjacency”
11:10 How consumers actually perceive ads near news
12:10 DV research: news drives 16% higher engagement
13:30 Why advertisers should rethink “news avoidance”
15:40 The DV News Accelerator and new AI keyword tools
17:10 Cutting bloated keyword lists with automation
18:30 Helping brands use a scalpel instead of a sledgehammer
19:30 Making nuance easy for media buyers
20:20 Is the pendulum swinging back toward openness?
21:30 AI slop and why real news stands out
23:00 Publishers finding optimism amid change
24:20 Diversifying revenue and growing brand trust
25:20 The rise of news creators and influencer-style partnerships
26:00 Closing thoughts — supporting real journalism and connection