The BBC will make its debut appearance at this year's Digital Content NewFronts in New York, with the UK-based international news site set to detail what role it can play in tackling the industry's fake news issue.
The media behemoth will tackle the issue with a panel event, and ad sales pitch, on May 8, where it will explore how its "editorial expertise and values" can enhance its commercial offerings at BBC Worldwide, as well as how news organizations like the BBC can "play an integral role in combating fake news."
The move follows on from the likes of BuzzFeed and Yahoo announcing they will not participate in the annual two-week series of events with the former saying it will host its own event to showcase its offering to advertisers.
Yahoo, which is in the process of selling itself to Verizon, has dropped out of this year's schedule to instead host a series local events instead. In a blog post, the company's chief revenue officer said the new approach would allow the firm to "discuss the massive and transformational growth of video and advertising in more intimate settings with our agency and brand partners."
Twitter has also joined this year's schedule, with plans to host its first presentation for ad buyers on 1 May.