Lowering costs and increasing click-throughs: NewsGuard’s IPG partnership proves brands can advertise more efficiently by avoiding misinformation sites – and supporting legitimate news

A case study of a top Fortune 500 advertiser shows how funding quality journalism improves efficiency and supports legitimate news.

Conscious media investment

This article is part of a series of articles from the WARC Guide to conscious media investment. Read more.

At NewsGuard, we’ve learned a lot from working in the rapidly changing news landscape, particularly over the past year amplified by major global events. Shareability on social media is a major factor in the virality of misinformation, and the increasing partisan polarization of news websites across the political spectrum can also have harmful consequences for democracy. Specifically, the amount of high-stakes health misinformation that has caused tangible harm shows that we must continue working to combat...

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