PubMatic partners with Internews to back global independent news media

Pubmatic - Internews

This partnership aims to provide confidence in buying responsible news from over 14,000 vetted publishers in 54 international markets.

PubMatic has partnered with Internews, an international non-profit that supports independent media in over 100 countries.

The partnership makes advertising across responsible content accessible on a global scale, allowing brands to embrace news-encompassing marketing strategies that produce social impact and economic returns and enable them to reach and gain affinity with more customers.

It is underpinned by Internews’ Ads for News Initiative, which employs in-country media experts to vet local news websites, ensuring the quality of supply. The non-profit work is conducted globally, using extensive evaluation criteria, including the Global Alliance for Responsible Media (GARM) brand safety and suitability standards.

Through 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.

The collaboration leverages technology from both companies and will include integration with the upcoming Internews-led Media Viability Accelerator initiative. This will enable PubMatic to access 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 provide confidence in buying responsible news from over 14,000 vetted, quality online news publishers, in 54 international markets, making it easier for advertisers to buy media against content quality criteria and credible news sources to support quality journalism.

Eric Bozinny, senior director, marketplace quality at PubMatic, the tech company 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.”

Chris Hajecki, director ads for news at Internews, said brands and their agency partners are evolving from their old ways of working and investing more responsibly. One such evolution is the inclusion of quality journalism in media planning, particularly as more brand safety assurances are now on offer, he said.

“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,” Hajecki added.

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