DoubleVerify analysis shows news sites cut ad CPM 17.7% versus other web inventory
DV•DoubleVerify says news inventory delivered lower ad costs
DoubleVerify published an analysis on Aug. 26, 2026 showing news sites delivered more cost-efficient digital ad performance than non-news inventory.
Campaigns across 12 advertisers in H1 2026 showed 17.7% lower CPM on participating news publishers.
Cost per click ran 38.4% lower on news properties in the sample, signalling cheaper audience action.
Viewable impression costs fell 20.6% on news inventory, improving value for ads with an opportunity to be seen.
The study covered dozens of news sites; examples included Euronews, The Associated Press and The Guardian.
