Partnership aims to help brands embrace news-encompassing marketing strategies that produce social impact, economic returns and enable them to reach and gain affinity with more customers.
PubMatic, an independent technology company delivering digital advertising’s supply chain of the future, has partnered Internews, an international non-profit supporting independent media in 100+ countries, to make advertising across responsible content accessible on a global scale.
This partnership aims to help brands embrace news-encompassing marketing strategies that produce social impact, economic returns and enable them to reach and gain affinity with more customers.
The partnership is underpinned by Internews’ Ads for News Initiative, which employs in-country media experts to vet local news websites, ensuring the quality of supply. This non-profit work is conducted globally, using extensive evaluation criteria including the Global Alliance for Responsible Media (GARM) brand safety and suitability standards.
Via PubMatic, the quality news sites and domains vetted by Ads for News, can be accessed directly through a local market inclusion list, private marketplaces (PMPs) or a package of inventory against a biddable price.
Leveraging leading-edge technologies from both companies, the collaboration will include integration with the Internews-led Media Viability Accelerator initiative, enabling PubMatic to access a wealth of insights and pull curated lists of trusted media into its own systems according to specific content thematics such as gender, environment and health news and information.
This partnership aims to instil confidence in buying responsible news, making it easier for advertisers to buy media against content quality criteria and credible news sources to support quality journalism. With over 14,000 vetted, quality online news publishers, in 54 international markets, the initiative’s scale of supply is unmatched in the industry.
“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,“ said Eric Bozinny, Senior Director, Marketplace Quality, PubMatic.
“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, said: “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.”
