In the age of unfiltered digital noise, where content floods our unchecked feeds, consumers face increasing challenges in navigating truth. Recent events, such as the devastating Los Angeles wildfires, highlight this issue starkly. On social media, misinformation spreads rapidly – leaving the public struggling to discern fact from fiction. Meanwhile, trusted news outlets provided verified fire trackers and updates, offering a vital public service. This contrast underscores a critical need for the advertising industry to examine its role in shaping how and where accurate information is funded, amplified, and delivered.

Platforms and publishers operate in fundamentally different ways, but both play an important role in how society consumes information. Platforms enable broad participation, relying on algorithms to serve content that keeps users engaged. While this approach can be a powerful tool for connectivity, it also risks amplifying polarisation and misinformation.

Publishers, on the other hand, operate within a framework of rigorous standards, legal accountability, and editorial oversight, providing a cornerstone for truth. These same publishers however, face unique challenges. During crises like the LA fires, advertisers often avoid critical content—such as evacuation updates or emergency alerts—due to brand safety protocols. This creates an unintended consequence: publishers delivering valuable, verified information are deprived of advertising dollars, while platforms hosting unverified content do not suffer the same commercial consequences.

For the advertising industry, the question is clear: How to evolve strategies to ensure advertising appears in brand safe environments?

The value of diverse and trusted media

An informed society depends on exposure to a wide range of perspectives. Journalism doesn’t exist to affirm our beliefs—it exists to challenge them, provide context, and present facts, even when they are uncomfortable. Diverse sources of information help consumers make better decisions and develop more nuanced views of the world.

Yet, the digital ecosystem narrows this diversity. Algorithms prioritise content that aligns with past behaviour, feeding users streams of like-minded content and discouraging exposure to alternative perspectives. This is where advertisers have a unique opportunity to make an impact – by aligning their investments with trusted media partners who prioritise accuracy, accountability, and public service.

Engaged reach: Building meaningful connections

At News Corp Australia, we’re committed to fostering trust and diversity through our "Engaged Reach" model. This approach ensures that audiences actively seek out and engage with credible, purposeful content. Unlike passive scrolling on algorithm-driven platforms, engaged audiences bring intent, providing clear signals about their interests and behaviours. This "Signal Gain" helps advertisers connect meaningfully with audiences, driving superior outcomes while supporting a media ecosystem grounded in integrity.

A call to action: Industry strategies for change

Together, publishers and advertisers must work together to ensure that commercial investment supports a better informed and connected society. This will include considerations around how we can collectively balance reach, engagement, and accountability.

This conversation is critical, and strategies to address it will take centre stage at D_Coded 2025, News Corp Australia’s digital upfronts in March. Alongside a focus on how "Engaged Reach" drives "Signal Gain," we will explore actionable ways for advertisers to:

1. Reassess brand safety protocols – Develop nuanced approaches that protect brand values without unintentionally penalising critical, trustworthy journalism.
2. Support trusted media – Prioritise investments in publishers who deliver accurate, reporting that challenges and informs society.
3. Promote diverse perspectives – Encourage campaigns that foster a broader understanding of issues and amplify diverse voices.

The future of media is not just about where consumers go – it’s about what they find when they get there. By aligning strategies with trusted media partners, the advertising industry has the power to shape an ecosystem that values truth, diversity, and meaningful engagement.

Join us at D_Coded 2025 to be part of this important conversation. Together, we can ensure that advertising dollars support not just commercial outcomes but also a better informed and connected society.

Because when it comes to trust, shortcuts don’t cut it.