Publishers and advertisers share an interest in high-quality media environments, but they don't always see brand suitability through the same lens.
Advertisers need confidence and control over where their brands appear. Publishers need to demonstrate the value of quality journalism and engaged audiences, including across content that may fall within sensitive suitability categories.
Not all content within a suitability category carries the same risk, or the same value.
IAS analysed more than 7 billion impressions across 50+ verified European news domains to bring new evidence to this conversation. The findings show that premium news delivered 9% higher attention than the global benchmark, while revealing a more nuanced relationship between attention, suitability and media value.
Download the research to discover:
- How premium news performs against attention benchmarks
- What happens to attention and value across different suitability categories
- Where valuable news inventory may be overlooked and how advertisers can unlock quality and performance safely
Download Rethinking Risk in News to get key findings that drive smarter conversations between publishers and advertisers.
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