Safeguarding quality publishing

Guillaume Tailhan-Cartier
May 25, 2023

The digital age has brought numerous benefits, but it has also given rise to a proliferation of misinformation. Social media platforms and certain publishers have facilitated the spread of false information, leading to public distrust in news sources. Today 28% of U.S. adults say they do not have very much confidence and 38% have none at all in newspapers, TV and radio. Simultaneously, concerns about the handling and misuse of personal data have heightened, and individuals are more and more prone to switching companies or providers over data or data-sharing policies.

High-quality content is crucial for a free society

Quality journalism serves as a cornerstone of a well-informed society, providing accurate, unbiased, and verified information to the public. It plays a crucial role in upholding democratic values, holding institutions accountable, and shaping public opinion. However, the financial viability of journalism has been significantly impacted by the digital revolution, social media platforms, ad blockers and more, with traditional revenue streams declining and ad-funded models struggling to adapt.

Brands have long recognised the importance of advertising and data in reaching their target audiences effectively. However, they also have the power to influence the media landscape by choosing where to allocate their ad budgets. By deciding to partner with privacy-compliant publishers, brands can support quality journalism and reinforce their commitment to ethical advertising practices.

Publishers have been investing in privacy — now it’s time for advertisers to support those investments

Privacy-compliant publishers prioritise user privacy choices, they protect personal data, and offer transparency regarding data collection, processing, and sharing. By aligning with such media owners, brands can mitigate the risk of their advertising inadvertently contributing to privacy concerns or funding misinformation.

But the benefit isn’t just for the consumer. Ultimately, choosing to support privacy-compliant publishers enhances brand credibility and trust. Advertisers that demonstrate a commitment to ethical advertising practices build a more respectful advertising experience for users, leading to a positive association with the brand.

By directing ad budgets to reputable publishers, brands contribute to a healthier media ecosystem. Quality journalism relies on sustainable funding, and when brands invest in these sources, they empower journalists to combat misinformation and produce high-quality, trustworthy content.

Advertisers can lead the way 

Advertisers, with their money, have the power to influence industry standards. By actively supporting the right players, they send a clear message to the media ecosystem, encouraging others to follow suit. This collective effort can drive positive change, at scale, and ensure the long-term sustainability of quality journalism.

In an era plagued by fake news and privacy breaches, advertisers can play a vital role in supporting quality journalism. The buy-side has the power to safeguard the integrity of journalism and promote transparency, trust, and accuracy. Doing so benefits not only the advertisers themselves but also the broader society by fostering a healthier media landscape that values users’ privacy and trustworthy information. The time is now for  brands to demonstrate their commitment with their investments, aligning their actions with their words.

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