At a time when AI is redefining media consumption and brand safety protocols continue to restrict valuable inventory, traditional news stands at a paradox: deeply trusted by consumers, yet often sidelined by advertisers. But data and industry leaders alike are challenging that contradiction.
Teads’ 2024 study, The Value of Traditional News, brings clear evidence: traditional news environments don’t just drive attention and engagement, they also power performance. In fact, traditional news content contributes to a 77% lift in brand recall.
So why are 30–50% of placements still being blocked across premium publishers?
That was the question at the heart of the panel, The Value of Premium Audiences, held during Cannes Lions 2025 on the Teads Yacht. Industry leaders from Axel Springer, Dow Jones, and Omnicom Media Group tackled the disconnect between perception and reality, highlighting the way forward for marketers.
A Bias Against News, But Not on Social
Christoph Eck-Schmidt of Axel Springer highlighted the double standard in how news platforms are judged versus social media. While ads were pulled from Bild’s homepage during a breaking news event, similar content — often from unvetted users — remained monetized and visible across social platforms.
The concern driving these decisions doesn’t reflect actual consumer sentiment: 69% of consumers say advertising alongside “disconcerting” news does not negatively impact their perception of a brand. In fact, news environments often outperform social platforms; the slower scrolling behavior on news sites results in longer screen time, greater attention, and better outcomes for brands. As Jesse Waldele of Dow Jones pointed out, premium editorial outlets like The Wall Street Journal and MarketWatch, despite their strong consumer trust and proven performance, continue to face frequent blocking, depriving brands of valuable audience connections.
The High Cost of Keyword Blocking
The practice of blanket keyword blocking was repeatedly called out as outdated and counterproductive. Stephanie Helen Scheller of Omnicom Media Group noted that 96% of ads were blocked during COVID due to terms like “drug,” even when referring to life-saving vaccines. Similarly, content about a goal “shot” in sports gets flagged, sidelining high-value placements.
These restrictive practices carry tangible consequences: global news advertising revenue, totaling $167 billion in 2022, is projected to decline to $153.6 billion by 2027, with excessive keyword blocking significantly contributing to this loss. Such examples underscore the urgent need for contextual nuance and closer collaboration between advertisers, agencies, platforms, and publishers to preserve both revenue streams and access to quality audiences.
Trust Is the Ultimate Premium
Trust came through as one of the most valuable yet underutilized currencies in digital media. Waldele emphasized that “trust isn’t really paralleled in other parts of the ecosystem,” suggesting that brands advertising in traditional news environments are tapping into a bond that’s both rare and powerful.
When brands align themselves with credible journalism, reader interest rises by 18% and engagement grows by 35%, creating a highly receptive environment. This deeper connection naturally extends to ads, increasing attention by over 20% and significantly boosting brand recall. Leveraging the unique trust between journalists and readers is essential for brands seeking sustained impact.
AI, First-Party Data, and Performance
Far from being stuck in the past, traditional publishers are already using AI to fuel innovation. Axel Springer has developed on-site tools that answer reader questions in real time, increasing time on site by 150%. Dow Jones is using first-party data to offer products like Thematic AI, driving new levels of targeting and campaign effectiveness.
Both examples make it clear that news publishers aren’t just safe environments, they’re smart environments. And they can deliver performance that rivals — and in many cases, surpasses — that of walled gardens.
Outcomes, Not Charity
Ultimately, the takeaway from both the study and the panel was clear: supporting quality journalism isn’t an act of goodwill, it’s good business. Premium publishers have the scale, the trust, and the tools to help brands grow. But doing so requires a shift in how success is measured, how blocklists are built, and how collaboration happens across the ecosystem.
As Waldele put it, “Marketers are addicted to outcomes, and we need to speak their language.” The good news? Trusted news already speaks it fluently.
To dive deeper into the data and insights shaping this conversation, download the full Value of Traditional News report here.
