TripleLift’s ‘Help Journalism’ Program Incents Brands To Advertise Against Hard News
- Sameeha Junejo and Sarah Nasir
- Aug 27, 2020
- 1 min read
Updated: Sep 7, 2020
TripleLift has curated a group of 1,600 news publishers into a private marketplace to try and encourage brands to buy ads next to news content. TripleLift is encouraging brands to run few or no brand safety filters when participating in its program as brand aversion to hard news lowers CPMs by creating less competition for publisher inventory.
GroupM signed more than a dozen of its clients to the program, focusing on 600 multicultural and local news sites. Susan Schiekofer, Chief Digital Investment Officer at GroupM, noted that it was critical to support local news. Schiekofer noted, “As an industry, we’ve misapplied the brand safety to the point where it hurt certain news organizations and categories.”
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