NewsGuard’s human-vetted credibility ratings will enable advertisers leveraging Unruly’s platform to identify high-quality news inventory
(New York — September 8, 2022) Unruly, a leading video advertising platform, announced today that it will protect its advertisers with tools provided by NewsGuard, a company that rates news sources for credibility and transparency, to enable brands to advertise on vetted news and information inventory.
NewsGuard works with advertisers, agencies, and ad tech companies to help brands avoid ad placements on sites spreading false narratives and instead direct their ads to trustworthy news and information publishers. Unruly will have access to NewsGuard’s detailed trust ratings for thousands of news and information sources, developed by a team of trained journalists who use nine basic, apolitical journalistic criteria, to evaluate the credibility and transparency practices of each publisher.
“Unruly is committed to providing a quality, brand-safe marketplace for advertisers. This agreement gives our partners additional confidence that their ads will support rigorous, accountable news outlets,” said Jessica La Rosa, VP of Partnerships & Data, Tremor International. “We believe NewsGuard’s careful, manual process for evaluating sources is one of the best-in-breed approaches to tackling misinformation.”
The new partnership will enhance Unruly’s commitment to providing brand safety for advertisers, while also helping support quality journalism, and comes at a time when misinformation poses a potentially high risk for brands.
Recent industry and regulatory action have brought this phenomenon into focus, with the World Federation of Advertiser’s Global Alliance for Responsible Media adding “misinformation” to the list of online harms it deems inappropriate for advertising support. Moreover, the European Commission has now updated its Code of Practice on Disinformation with new standards for how companies should take steps to ensure that their advertising does not support publishers of disinformation. NewsGuard enables advertisers to meet the new GARM and EU standards — and is the only source-rating company that complies with all advertising-related commitments of the new EU Code, including providing publishers with a right of reply to their rating.
“We are pleased to partner with a company that shares our commitment to brand safety — especially on this critical issue of misinformation,” said NewsGuard Co-CEO Steven Brill. “Unruly’s efforts are not only helping make the internet a safer place for advertisers — but also a safer place for democracy.”
Launched in March 2018 by media entrepreneur and award-winning journalist Steven Brill and former Wall Street Journal publisher Gordon Crovitz, NewsGuard provides credibility ratings and detailed “Nutrition Labels” for thousands of news and information sources. NewsGuard rates all the news and information sources that account for 95% of online engagement across the US, UK, Canada, Germany, France, and Italy.
NewsGuard’s ratings are conducted by trained journalists using nine apolitical criteria of journalistic practice, including whether a news source repeatedly publishes false content, whether it regularly corrects or clarifies errors, and whether it avoids deceptive headlines. Based on the criteria, each source receives an overall trust rating, a trust score of 0-100, a score on each of the nine criteria, and a detailed “Nutrition Label” explaining the rating and providing examples of the site’s editorial practices. Advertisers, advertising agencies and advertising tech companies license NewsGuard’s ratings to direct their programmatic advertising toward legitimate journalism and avoid misinformation. For more information, including to download the browser extension and review the ratings process, visit newsguardtech.com.
A Tremor International brand, we’re called Unruly because, well, that’s what we are. Sure, we could fill this boilerplate with nods to our industry-leading video-first advertising platform, award-winning in-house creative capabilities and differentiated data sets. But we’d much rather focus on our partners’ success – be they content creators, agencies or brands – than boast about our own wins. We’re here to give you the tools to drive change across the advanced TV space. So, go on then – be more Unruly.
Forward Looking Statements
This press release contains forward-looking statements, including forward-looking statements within the meaning of Section 27A of the United States Securities Act of 1933, as amended, and Section 21E of the United States Securities and Exchange Act of 1934, as amended. Forward-looking statements are identified by words such as “anticipates,” “believes,” “expects,” “intends,” “may,” “can,” “will,” “estimates,” and other similar expressions. However, these words are not the only way Tremor identifies forward-looking statements. All statements contained in this press release that do not relate to matters of historical fact should be considered forward-looking statements, including without limitation statements regarding the potential benefits associated with the partnership with NewsGuard or benefits of any of Tremor’s or Unruly’s other commercial partnerships or investments and any other statements related to its future financial results. These statements are neither promises nor guarantees but involve known and unknown risks, uncertainties and other important factors that may cause Tremor’s actual results, performance or achievements to be materially different from its expectations expressed or implied by the forward-looking statements. Tremor cautions you not to place undue reliance on these forward-looking statements. For a more detailed discussion of these factors, and other factors that could cause actual results to vary materially, interested parties should review the risk factors listed in Tremor’s Annual Report on Form 20-F, which was filed with the U.S. Securities and Exchange Commission (www.sec.gov) on March 15, 2022. Any forward-looking statements made by Tremor in this press release speak only as of the date of this press release, and Tremor does not intend to update these forward-looking statements after the date of this press release, except as required by law.
Tremor and Unruly, and the Tremor and Unruly logo are trademarks of Tremor International Ltd. in the United States and other countries. All other trademarks are the property of their respective owners. The use of the word “partner” or “partnership” in this press release does not mean a legal partner or legal partnership.