Brands Can Target Up to 32% of News Category With Assurances of Brand Safety

Amid accelerated news cycles, consumers continue to increase their engagement with trusted news publications. With 94% of brands deploying blacklists to deal with brand safety, and some avoiding the category altogether, overcautious advertisers are likely missing out on targeting these highly-engaged consumers due to outdated fears of brand safety within News content.

Analysis from Peer39, the leading provider of page-level intelligence, finds that brands that eschew legacy domain and keyword blacklists to adopt a more modern approach can unlock valuable, high-quality audiences within the News content they previously avoided, with up to 32% of the category–billions of daily impressions–completely brand safe, depending on the brand’s risk profile.

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Peer39’s first Monthly News Benchmark Report analyzed trillions of impressions in the month of January to understand just how big a category News content is, relative to total internet traffic, and identify trends and benchmarks in brand suitability. Key findings include:

• Brands can target up to 32% of the News category as fully safe from all industry-standard negative content classifications.

• The News category registers higher than the internet average for both quality content-rich environments and low-ad-count pages.

• News represents a large portion of targetable inventory, with 1 out of every 5 impressions seen.

“The conversation around brand safety is changing, as brands consider how to unlock critical audiences in quality news environments, as opposed to continuing to invest in legacy blocking tactics,” said Mario Diez, CEO of Peer39. “When it comes to finding audiences, this shift to playing offense, rather than defense, is a critical mindset to help brands and publishers more transparently engage.”

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Peer39’s analysis also provides a continuous benchmark measuring positive and negative sentiment across the news category. This regular assessment of the News category, content sentiment, and brand suitability will aid how advertisers and publishers build more common trust and understanding for this critical category.

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