DoubleVerify has launched a new industry council under its News Accelerator programme, bringing together leading publishers to strengthen the relationship between journalism and advertising. The initiative marks a push to improve trust, collaboration, and sustainability in the news media sector.
Establishing a Direct Line Between Publishers and Technology
DoubleVerify is responding to growing complexity in the advertising space with its Publisher Council, part of the broader News Accelerator programme. The council facilitates collaboration between publishers and DV’s product teams to refine ad placement tools.
“DV’s News Accelerator Publisher Council creates an ongoing forum for collaboration—where publishers can share insights, highlight challenges, and provide direct feedback to help shape our tools so brands can navigate all news content with greater confidence and clarity,” said Jack Marshall, Head of News, Policy & Content Partnerships at DoubleVerify.
Bringing Together Industry Leaders
Council members include The Associated Press, The Atlantic, CNN, Euronews, The Guardian, The Local Media Consortium, and The New York Times, with more expected to join in the coming weeks. The group represents a cross-section of the global news industry, from national dailies to local news networks, offering a wide range of perspectives on challenges facing digital journalism.
Driving Innovation and Educating Advertisers
DV outlined three primary goals for the newly launched Council: improving tools through publisher feedback, educating brands, and refining standards for suitable ad placement. The company is also encouraging joint efforts to highlight the effectiveness of advertising alongside trusted news content.
“Reframing the conversation around news content will help advertisers reach engaged audiences through flexible, nuanced and precise suitability controls, without unnecessary blocking or restrictions.”
Gaining Support from Leading Publishers
“We welcome the opportunity to work with our peers and DoubleVerify to ensure news content is supported by meaningful advertiser investment,” added Holly Davis-Markowski, Ad Operations Director at The New York Times.
Dave Strauss, VP of Revenue Operations at The Guardian US, stressed the urgency: “In today’s world, quality journalism is more essential than ever. Through this council, we’re hopeful we can develop meaningful solutions that enable advertisers to invest confidently in news.”
Fran Wills, CEO of the Local Media Consortium, added: “The DV News Accelerator Publisher Council offers a critical forum for collaboration—helping publishers showcase the unique value of news audiences and unlock the full potential of the news opportunity for advertisers.”
DoubleVerify’s latest product developments include AI-powered keyword optimisation and tools that improve contextual targeting across news platforms. The additions coincide with its launch of the Publisher Council and signal a strong focus on responsible media alignment.