Professional news boost ad efficiency, report

The analysis examined campaign performance across dozens of news websites, including Euronews, Mail Metro Media, The Associated Press, The Guardian and The Telegraph

News publishers are giving advertisers a more efficient way to reach campaign goals, according to an analysis by DoubleVerify. The findings indicate that advertising alongside professionally produced journalism can reduce media costs while delivering clicks and viewable impressions.

The analysis examined campaign performance across dozens of news websites, including Euronews, Mail Metro Media, The Associated Press, The Guardian and The Telegraph. It found that ads placed on news properties enabled marketers to achieve campaign goals more efficiently than ads placed across non-news environments.

News inventory lowers media costs

Compared with other web environments, participating news publishers helped advertisers reach audiences at lower costs while generating clicks and delivering viewable advertising.

Across the campaigns analyzed, advertising on news publishers resulted in a 17.7 percent lower cost per 1,000 impressions (CPM), a 38.4 percent lower cost per click (CPC) and a 20.6 percent lower cost for viewable impressions (vCPM).

Professional journalism supports engagement

The findings position news as an opportunity for advertisers seeking cost-effective inventory and efficient campaign performance. They also build on previous research from DoubleVerify, which found that advertisements appearing alongside professionally produced news content generated 16 percent higher engagement than those appearing elsewhere online.

The analysis was conducted through DoubleVerify’s News Accelerator initiative, which brings publishers and advertisers together to examine the value of advertising in professional news environments through research, collaboration and product development.

Campaign data covers 12 advertisers

DoubleVerify analyzed campaign performance for 12 advertisers during the first half of 2026. It compared campaigns running on participating news publishers with campaigns across other digital media environments, using its AI-powered optimization and measurement technology to assess campaign performance, media costs and advertiser outcomes.

Dave Strauss, vice president of revenue operations and strategy, The Guardian: "News content continues to deliver campaign performance for marketers, offering an unparalleled opportunity to reach valuable, engaged audiences via highly efficient inventory. This study demonstrates why advertisers looking to boost return on ad spend are growing their investments in news. The Guardian will continue to help educate advertisers on the brand-building opportunities news content presents, and how to capitalize on them effectively."

Publishers highlight value for advertisers

Anthony Crocker, Director of Commercial Success Strategy, The Telegraph: "These findings affirm what we hear consistently from our advertising partners: news environments like The Telegraph deliver measurable value for brands. Efficient inventory, highly engaged readers and trusted editorial context are a powerful combination, and this data makes a compelling case for any advertiser."

Ashley Beepur, Head of Ad Operations, Mail Metro Media: "News has always been one of the most effective channels for reaching audiences at scale, and this research validates that with real campaign data. At Mail Metro Media, we're committed to helping advertisers unlock the full potential of news environments."

News combines reach with efficiency

Hasan Ramadan, Head of Digital Advertising, Euronews: "For brands looking to connect with a global, informed audience, news content represents an exceptional opportunity — and this study shows it also delivers on efficiency."

Jack Marshall, Head of News, DoubleVerify: "Our goal is to provide advertisers with objective data that helps them make better media investment decisions. This analysis shows that professional news continues to deliver strong business outcomes, and demonstrates why marketers should invest in news as part of a high-performing media strategy."

The full report can be accessed here

www.doubleverify.com

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