Opti Digital's latest research shows that ads placed on trusted U.S. news and magazine websites earn higher credibility and stronger engagement than social media promotions.

BARCELONA, ES / ACCESS Newswire / November 20, 2025 / As retailers and brands prepare for the Black Friday and Christmas season, Opti Digital, a leading AdTech company specialising in publisher revenue optimisation, reports that trusted open-web environments play a key role in shaping U.S. consumer confidence.

The research shows that 45.67% of U.S. respondents consider brand ads on reputable news or magazine websites credible or very credible, while only 9.29% view them as low in credibility. This places premium publisher environments ahead of social media in both perceived relevance and trustworthiness.

Premium environments drive consumer action

Trusted editorial settings not only shape perception but also encourage meaningful engagement.

81.94% of U.S. respondents said they visited a brand's website or looked for more information after seeing an open-web ad.

Higher-income households demonstrate even stronger responsiveness. Among U.S. consumers earning over $150,000 per year, 72.22% trust ads on premium publisher sites, and 77.78% visited a brand's website after exposure.

"Our findings confirm what we observe across our publisher network: when consumers see ads within respected editorial environments, they assign higher relevance and credibility to those brands," said Magali Quentel-Reme, CEO of Opti Digital. "As the holiday season peaks, advertisers that prioritise qualitative ad inventory on the open web see stronger engagement, and greater trust. For publishers, this is evidence that credibility remains a decisive competitive edge."

Video stands out as the most memorable format

When asked which type of ad stood out most during the 2025 holiday season, 41.83% of U.S. respondents selected programmatic video. Display banners featuring offers followed at 21.47%.

Repetition strengthens purchase confidence

Exposure across multiple trusted websites reinforces brand perception.
54.65% of U.S. respondents reacted positively to seeing the same brand across several credible sites, including 29.81% who said it increases their likelihood to purchase.

Methodology

This research is part of Opti Digital's ongoing market research reports, examining how programmatic advertising influences consumer behaviour across global markets.

The U.S. edition was launched on 5 November 2025 and is based on a survey of 624 U.S. online users, with a 5% margin of error and a 95% confidence level, ensuring the reliability and accuracy of the findings.

Access the full U.S. Holiday Programmatic Advertising Report

About Opti Digital

Opti Digital is a leading AdTech company specialising in revenue optimisation for digital publishers. Through its suite of monetization tools, proprietary demand and advanced analytics, Opti Digital helps publishers maximise advertising yield while maintaining a high-quality user experience.

Over 10,000 websites and apps worldwide use Opti Digital. In the United States, leading publishers such as Valnet, Drugs.com, Gizmodo and Sportskeeda rely on our solutions.

Contact Information:

Sara Bigovic
Communications & Events Manager at Opti Digital
sara@optidigital.fr

SOURCE: Opti Digital