Television advertising executives have launched AdGood, a Thousand Oaks, California, nonprofit intended to provide low-cost ads to charities via connected TV (CTV). The idea is to get unused ad space from CTV publishers to nonprofits. The announcement came during the Consumer Electronics Show in Las Vegas.

Founded by advertising technology executive Kris Johns, AdGood will partner with CTV publishers that donate unused ad inventory. The advertising space is offered to nonprofits at what organization officials described as “significantly reduced costs.” Publishers get a tax deduction and positive brand association.

For agencies and nonprofits buying CTV through a demand-side platform (DSP), there is a connection via Magnite, giving assess to AdGood’s space inventory while enabling programmatic targeting, optimization, and reporting capabilities, according to the organization’s website.

Magnite (Nasdaq: MGNI), the largest independent sell-side advertising company, was among the first to make inventory donated by publishers available through its SpringServe ad server and Streaming supply-side platform (SSP), according to the announcement.

Valuation of the placements will be handled by third parties, with the announcement referencing Stout, a global advisory firm involved in corporate finance, accounting and transaction advisory, valuation, financial disputes, claims, and investigations.

AdGood will track and report on key performance indicators (KPIs), including impressions served, ad engagement rates, audience reach and conversion metrics, according to the announcement from the organization. Production services will also be available for a fee via a generative AI ad manager (powered by streamr.ai) and creative generator.

“By simplifying the process for publishers and agencies to contribute, AdGood is not only maximizing the impact of unused CTV inventory but also amplifying the voices of nonprofits to drive meaningful social change,” Johns said via a statement. “This is more than just advertising; it’s about creating a ripple effect of good that benefits society as a whole.”

Outreach to AdGood was not returned by posting time.

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Source From Non Profit Times