IPG Mediabrands is among the advertising companiesusing a new tool from NewsGuard, a company that uses journalists and artificial intelligence to identify misinformation across the internet and help advertisers keep their ads off shady websites. The tool, called Responsible Advertising for News Segments (RANS), maintains lists that help advertisers avoid websites promoting misinformation while channeling their ads to credible publishers, including those focused on Black, Asian, Hispanic, and LGBTQ+ communities. In a case study with an advertiser using the tool, IPG said the average cost for programmatic ads declined 9% as the rate of people clicking on the ads shot up 143%.