What's Happening?
Viant, a demand-side platform, has announced a new partnership with Ad Fontes Media to enable advertisers to target connected TV (CTV) news inventory based on content-level reliability and political bias scores. This integration, which is now live on the
Viant platform, is the first of its kind for CTV. The product utilizes Ad Fontes Media’s framework to assess the reliability and bias of individual news shows across CTV publishers. This allows advertisers to identify and bid on programming that aligns with their quality standards, rather than relying on broader app-level or domain-level signals. Vanessa Otero, founder and CEO of Ad Fontes Media, highlighted the ongoing efforts to encourage more advertising in news content.
Why It's Important?
This development is significant as it provides advertisers with a more nuanced approach to selecting news content for their campaigns, potentially increasing the appeal of news programming for advertisers. By offering a way to assess and target content based on reliability and bias, Viant and Ad Fontes Media are addressing advertisers' concerns about brand safety and alignment with content values. This could lead to increased advertising revenue for news programs that meet these criteria, while also encouraging more transparency and accountability in news media. The initiative reflects a growing trend towards more targeted and responsible advertising practices in the digital media landscape.
What's Next?
As this integration gains traction, it may prompt other platforms and media companies to adopt similar strategies, further transforming how news content is monetized and consumed. Advertisers might begin to demand similar targeting capabilities across other media types, potentially leading to broader industry changes. Additionally, news publishers may need to adapt by ensuring their content meets the reliability and bias standards set by frameworks like Ad Fontes Media’s to attract advertising dollars. This could also spark discussions about the role of bias and reliability in media consumption and advertising.
