AdExchanger
Jun 2, 2020
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Those buying within the Help Journalism PMP also won’t have to pay TripleLift’s ad tech fee for the rest of Q2.
TripleLift is trying to encourage brands to buy ads next to news content, and has curated a group of 1,600 news publishers into a private marketplace.
“We’re running this at a loss to drive dollars for news organizations,” said TripleLift CMO Jordan Bitterman. “On a long-term basis, we hope we’ve helped two major constituencies and clients will continue spending to help journalism when Q2 comes to an end.”
GroupM has signed more than a dozen of its clients to the program, focusing on 600 multicultural and local news sites.
“We did this really fast, because we think this is a critical time to support local news,” said Susan Schiekofer, Chief Digital Investment Officer at GroupM. “Local journalism for centuries has been a source of fact-checked information, and it’s a way to put the money back to legitimate organizations.”
Schiekofer wants to double the number of clients participating to 25, by June.
Gannett, which is participating in the PMP, felt the impact brand safety filters had on monetization in March and April, when most of its content focused on COVID-19, said Tim Wolfe, VP of revenue operations.