Publishers and ad-tech companies will be able to donate inventory in the marketplace.
The Ad Council has created its first private marketplace to spread important messages regarding social distancing, people at high risk and personal hygiene. This initiative would aid targeted audiences to get crucial information from the Centers for Disease Control.
The institution said it would deliver more than 100 million impressions across donated media during the first two months. While The Trade Desk is offering free usage of its platform to the Ad Council, Cadreon is helping with outreach and campaign management.
Media companies like Xandr, InMobi and the New York Post have already donated inventory for the project. Ad Council’s president and CEO Lisa Sherman says that the project aims to ensure that their “COVID-19 messages drive the greatest impact”.
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