The agreement will combine Meetrics’ analytics capabilities with NewsGuard’s database of 6,000 website ratings and related metadata.

NewsGuard’s database is created by trained journalists, rather than relying on artificial intelligence, and the partnership will help advertisers identify and avoid advertising alongside unreliable sources. The database covers news content in the US, UK, Germany, France and Italy.

Philipp von Hilgers, co-founder and managing director of Meetrics, said: “The level of disinformation on some websites reached an extent that demanded immediate action.

“Advertisers risk unknowingly placing their ads on such websites, and unwillingly endangering the consumers’ trust in their brand.”

Anna-Sophie Harling, managing director of Europe at NewsGuard, said: “Our partnership with Meetrics will allow brands and agencies across Europe to use NewsGuard’s data with greater ease and flexibility.

“Together, we can work to fund credible news operations while driving advertising spend away from disinformation websites.”