EACA’s Media Agencies Council supports trusted news media who are keeping the public informed and authorities accountable during these unprecedented times. Trusted and quality news journalism is more important than ever right now as an outlet to deliver updates in a responsible manner. We join the plea from across the industry to support these trusted publishers, local and international, where possible and suitable. This is done by working with brand safety technology providers and other partners to make informed decisions to invest in these outlets which deliver quality and highly engaging content. Additionally, the Media Agencies Council is endorsing the 4A’s Advertiser Protection Bureau (APB) whitepaper on brand suitability in news, which calls for more sophisticated usage of avoidance technologies, and the industry to adopt a new 4A’s APB mapping of brand suitability to the IAB Tech Lab’s 2.1 contextual taxonomy.