Jack Marshall, Head of News at DoubleVerify, explains why advertisers are losing opportunities by avoiding news content. He breaks down the difference between brand safety and brand suitability, showing that most news is actually safe and delivers higher engagement—about 16% more than non-news content. Marshall discusses DV’s work to educate advertisers, reduce unnecessary keyword blocking, and introduce AI tools that help brands use a more nuanced, “scalpel-not-sledgehammer” approach. He also highlights how AI-generated “slop” increases the value of real journalism, why publishers remain optimistic, and how creators and personality-driven news are shaping the future of advertising.