Reliable and accurate news is important all the time, but especially critical during times of crisis. With lives hanging in the balance, we need to ensure that the ad supported news ecosystem has every opportunity to provide the facts and data necessary to keep us safe. We need to make sure that brands, agencies, publishers, and ad tech companies are all working to provide the right advertising support for news. This naturally needs to be done in a way that is safe for brands. In other words, how can brands support the news while also protecting their equity with customers? This is the question driving IAB’s first in the new series of virtual town halls: “News Saves Lives.”
In this series, we plan to gather together the entire ecosystem—brands, agencies, publishers, technology partners—to interrogate how to thread the news/brand safety needle. We’ll explore best practices in advertising around news, get the latest research on rapidly-changing news consumption behavior and industry trends. We will all learn about premium news content from prestigious news publishers and the toolbox of brand safety technologies that enable transparency yet also scale to hit buy side KPIs. The big takeaway? News Saves Lives and News Builds Brands.
In the first Virtual Townhall of the series, IAB’s Editor in Chief Brad Berens and SVP of Research Sue Hogan will share insights from the first two IAB “Coronavirus Spend Pulse” surveys, one buy-side and one sell-side. Then Daniela Iglesias of Magid will walk us through “The New News Consumer: How has American news consumption changed and how is it likely to change in the near term”?