AdExchanger's Sarah Sluis covered the DoubleVerify new brand safety category to combat inflammatory news & political websites.

"DoubleVerify will release a tool today designed to help advertisers avoid fake news sites.

The company developed the capability to filter hundreds of fake news sites after brands asked for it over the past month, said CEO and President Wayne Gattinella.

DoubleVerify also offers more than 75 brand safety filters so advertisers can avoid content with racism, hate speech, violence and other sensitive subjects.

“High-value, integrity brands in telecom, auto, travel, finance and pharma care a lot about reputation, and therefore they are more cautious about where their ads show up,” Gattinella said, adding that direct-response advertisers often focus on metrics over context."

Read the full article here.