Maya Robertson
DoubleVerify (DV) has launched its News Accelerator program, which has been under development for over a year. The initiative aims to increase advertiser engagement with news outlets by offering tools that ensure brand suitability without compromising campaign performance.
Alongside the launch, DV announced the introduction of new advertiser capabilities and appointed industry veteran Jack Marshall as the company’s first Head of News to drive publisher partnerships and provide educational resources.
As news organizations grapple with balancing monetization and maintaining content quality, DV’s News Accelerator aims to provide a solution that enables advertisers to reach highly engaged audiences while minimizing brand safety risks. DV’s data has shown that ads placed alongside news content receive nearly 20% more engagement than non-news placements. With this in mind, the News Accelerator provides tools like “News Plus,” a contextual segment allowing advertisers to select brand-safe news content, and advanced suitability controls to refine and optimize ad placements. The program is designed to foster relationships with news publishers ranging from local outlets to global media giants, ensuring that advertisers can confidently invest in news media.
“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.”
Jack Marshall, who brings nearly two decades of experience in digital media journalism, will spearhead the News Accelerator program. His previous roles at top publications like The Wall Street Journal and Digiday, coupled with his experience in publisher monetization, make him a strong advocate for the initiative. Marshall aims to ensure that DV’s tools effectively support news publishers while providing advertisers with insights to maximize their engagement with news audiences.
“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.”
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