In an online environment increasingly polluted with false information, trust in news has steadily eroded over the years. At the same time, high-quality news has been losing already scarce advertising revenue to clickbait and viral misinformation. Digital trust initiatives, which evaluate and label news outlets, aim to remedy these issues. While their definitions of what constitutes trustworthy news may vary, these initiatives share common goals: to help independent media outlets survive by making them stand out to audiences and advertisers.