All advertisers rely on a trusted, high quality and pluralist online news ecosystem to deliver a trusted and safe environment in which to advertise. To the consumer, advertising is seen as part of that online news media environment – it is not viewed as separate or distinct. Additionally, advertising revenue is a significant part of an online news publisher’s business model. Therefore, advertisers have a strong interest in the online news environment which they fund, and the way that people access their news, whether through social media platforms, directly on news websites or through a news aggregator service.
It is clear that addressing the safety of online environments in which brands advertise –including online news media – is a key part of improving trust and accountability for our own industry.