PubMatic, an independent technology company delivering the future supply chain for digital advertising, has announced a partnership with Internews. Internews is an international non-profit that supports independent media in over 100 countries. Through this partnership, brands can now access global advertising across responsible content and adopt news-encompassing marketing strategies that have a positive social impact, generate economic returns, and expand their customer base.
The foundation of the collaboration is Internews’ Ads for News Initiative. It uses local media specialists on the ground to screen local news websites and guarantee the accuracy of the content. Using a wide range of evaluation criteria, this non-profit work is carried out worldwide. The criteria include the Global Alliance for Responsible Media’s (GARM) standards for brand safety and suitability. The Ads for News-vetted quality news sites and domains are directly accessible through private marketplaces (PMPs), local market inclusion lists, or biddable inventory packages via PubMatic.
The collaboration, which will leverage both companies’ cutting-edge technologies, will include integration with the upcoming Internews-led Media Viability Accelerator initiative, allowing PubMatic to gain access to a wealth of insights and pull curated lists of trusted media into its own systems based on specific content themes such as gender, environment, and health news and information.
Read More: Adverty Partners with PubMatic to Reshape In-Game Advertising
Through this partnership, advertisers will find it easier to purchase media based on content quality standards. Furthermore, reputable news sources will promote high-caliber journalism. The partnership aims to instill confidence in the purchase of responsible news. The initiative offers the widest range of online news publishers in the industry. There are over 14,000 carefully selected and high-quality publishers available in 54 international markets.
Eric Bozinny, Senior Director, Marketplace Quality at PubMatic said,
“A thriving, open internet must be based upon an ecosystem that is built to deliver positive outcomes for everyone. PubMatic is committed to both responsible operations and supporting responsible media. Quality journalism is vital to the health and wellbeing of our society – more so today than ever. Top tier brands have made a strong commitment towards supporting credible news sources via their advertising activities, but they must be able to do so with the utmost confidence that their budgets are going toward quality, brand-safe outlets and coverage.”
Internews’ Chris Hajecki, Director Ads for News, added,
“Brands and their agency partners are investing more responsibly and evolving their old ways of working. One of these evolutions is towards inclusion of quality journalism in media planning— particularly as more brand safety assurances are now on offer. Supporting quality journalism is a pillar of responsible ad investing and results in more sustainable and transparent supply chains, higher economic returns for advertisers, and positive impacts on society.”
Read More: Vevo Collaborates with PubMatic for Programmatic Growth in CTV Advertising
