Global Disinformation Index

The organisation operates a data- and research-centred, not-for-profit model. It creates value by detecting and rating disinformation risk across news and media properties using NLP, large language models and structured human review, then packaging these outputs into machine-readable datasets, reports and advisory services. These products help advertisers, ad tech intermediaries and platforms reduce spend on high-risk inventory and manage reputational, regulatory and societal risks linked to disinformation.

Revenue is generated from a mix of commercial and philanthropic sources. Commercially, it licenses continuous data feeds (notably the Dynamic Exclusion List) to ad tech firms and advertisers, and conducts fee-for-service engagements such as media buying audits, publisher vetting and bespoke intelligence work. Philanthropic foundations and donors fund media market reviews, research and policy and advocacy programmes through grants. As a not-for-profit, any surplus income is reinvested to expand and maintain its data infrastructure, research coverage and tooling.

Global Disinformation Index is a UK-based, not-for-profit organisation that assesses the disinformation risk of news and media properties for use in advertising and platform workflows. It builds an index and related datasets using natural language processing, large language models and human review to rate websites, apps and channels for disinformation risk, and provides research, market studies and policy outputs grounded in these data.

The organisation generates income primarily by licensing its Dynamic Exclusion List and related risk signals to ad tech intermediaries, platforms and advertisers, and by delivering fee-based services such as media buying audits and publisher vetting projects. Additional activity, including media market reviews and policy and advocacy work, is largely funded through grants and philanthropic support, with any surplus reinvested into the organisation. Its direct customers are ad tech companies, exchanges and supply-side platforms, advertisers and agencies, NGOs, platforms and policy and research stakeholders that pay for data access, audits or commissioned research.