WHY ADVERTISERS ARE WRONG TO SHUN NEWS WEBSITES

Summary from the TLDR Marketing newsletter

Companies are pulling advertising from news websites due to brand safety concerns, leading to revenue losses for journalism. This movement began with the goal of avoiding ads next to extremist content, but has expanded to block ads from serious news. 30-40% of news stories are being demonetized, often due to outdated or overly cautious keyword blocklists. A survey found that ads placed next to negative news perform just as well as those placed next to positive stories, undermining the widespread fear of negative associations.