The WARC Podcast How advertising ended up with a news problem
5 snips
Apr 29, 2025 Omar Oakes, founder of OOmph and seasoned media journalist, joins Jamie Credland, CEO of World Media Group and advocate for trusted journalism. They dive into the strained relationship between advertising and news media, revealing the decline in ad spend on hard news and its implications. The rise of creator journalists is also discussed, along with the challenges they pose to journalistic integrity. They explore new strategies for publishers to enhance revenue and foster better relationships with advertisers, emphasizing collaboration and education.
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Avoid Overusing Keyword Blocking
- Publishers should offer sophisticated, context-aware brand safety tools to reassure advertisers.
- Advertisers must avoid overusing blunt keyword blockers that exclude key news content from campaigns.
Risk Aversion Drives Keyword Blocking
- Risk aversion explains why agencies use brand safety tools excessively, often without explicit client mandates.
- This reflects a disconnect between client intentions and agency execution, limiting news advertising.
Programmatic Systems Undermine News
- Programmatic buying treats serious news topics as toxic regardless of context, causing excessive ad blocking.
- Publishers need to regain control over distribution and ad placement to restore advertiser trust.