In a media landscape dominated by for-profit campaigns, nonprofit organizations have long been priced out of the most impactful screen in the home: Connected TV (CTV). At AdGood, we’re changing that. Our mission is simple but ambitious: to make premium CTV advertising accessible, affordable, and effective for every nonprofit, no matter their size or budget.
The Power & Scale of CTV: A New Frontier for Nonprofits
Connected TV is now the cornerstone of modern viewing, streaming represents 43.8% of total TV time in the U.S. as of March 2025, up 10 points in just two years (source: Nielsen, https://www.nielsen.com/insights/2025/connected-tv-transforming-advertising-trends/). U.S. advertisers poured a projected $33.35 billion into CTV in 2025, accounting for nearly 9.6% of all digital ad spend (source: Insider Intelligence, https://cloud.insight.insiderintelligence.com/20250122-MNTN-TopCharts_RegPage). According to IAB, digital video, including CTV, will capture about 60% of total TV/video ad budgets in 2025, with CTV alone poised to grow from $23.6 billion in 2024 to $26.6 billion in 2025, a 16% year‑over‑year jump (source: IAB, https://www.iab.com/news/ctv-rebounds-to-double-digit-growth-in-2024/). In North America, CTV is projected to nearly match linear TV by 2027—rising from $21.4 billion in 2022 to $41.9 billion by 2027 (source: TechInsights, https://www.techinsights.com/blog/north-american-connected-tv-advertising-forecast).
Why this matters for nonprofits: CTV offers not only unparalleled scale but highly engaged, lean-forward viewing. Households tuning into streaming are both larger in number and more attentive than traditional linear audiences, enabling nonprofits to reach millions with emotionally compelling, mission-driven ads. That kind of reach, directly into living rooms is invaluable for building awareness, motivating donations, and rallying communities at scale.
Donated Inventory for Social Impact
AdGood operates as a 501(c)(3) nonprofit built specifically to serve the nonprofit sector. We partner directly with leading publishers and platforms to source unused CTV ad inventory. This donated media, which would otherwise go unfilled, is transformed into purpose-driven campaigns for nonprofits.
Rather than defaulting to ad slates, nonprofit campaigns can now fill these gaps with high-quality, emotionally resonant messaging that actually enhances the viewer experience. Instead of skipping or tuning out, viewers are often drawn in—engaging with meaningful stories about causes they care about. In many cases helping to reduce churn and increase viewer satisfaction for publishers.
In return, we provide publishers with transparent impact reporting, demonstrating how their donated impressions drive real-world change—from increased donations and volunteer sign-ups to awareness lift and campaign engagement. This model turns unused space into lasting impact, helping publishers meet their CSR goals while giving nonprofits access to audiences they’ve historically never been able to reach.
By replacing empty airtime with mission-driven storytelling, AdGood transforms unused media into something more powerful: a moment of connection that benefits both viewer and cause.
Three Flexible Access Models for Nonprofits
To meet nonprofits where they are in their digital advertising journey, AdGood offers three connection types to our inventory:
- Managed Service: Ideal for nonprofits seeking hands-on support, we manage targeting, trafficking, and reporting end-to-end. Our team acts as an extension of the nonprofit’s marketing function.
- Deal ID / DSP Integration: For nonprofits already working with a digital agency or trading desk, we provide direct access to our inventory via Deal IDs in their preferred DSP, including platforms like The Trade Desk, Viant, and others. For this one we should say “StackAdapt and others” not TTD. (TTD has been a nightmare)
- Self-Serve GenAI Ad Manager: For smaller nonprofits without creative teams or agencies, we built a Generative AI-powered Ad Manager (am.adgood.org) that makes professional-quality ad creation and campaign setup easy and affordable. No agency required, no production delays.
This tiered approach ensures that any nonprofit, whether local or national, resource-rich or lean, can tap into the power of CTV to tell their story and drive impact.
Data, Attribution & the Future
We’re not stopping at access. AdGood is actively building partnerships with leading technology providers to bring better attribution and measurement tools to nonprofits. From household-level reporting to ROAS tracking and audience insights, our goal is to help nonprofits understand their impact with the same level of sophistication as any major brand.
And through it all, one thing remains constant, this is for nonprofits only. Everything we build is designed to be affordable, transparent, and mission-aligned. No hidden fees. Just real access to media buying expertise and the tools that are difficult to access without a large budget.
At AdGood, we believe in a future where nonprofits don’t have to compete for attention, they’re given the platform to shine.
- About Kris Johns
- About AdGood
Kris Johns is the CEO and Founder of The AdGood Foundation, dedicated to transforming unused advertising inventory into a powerful tool for social change. By leveraging global partnerships and advanced technology, AdGood empowers nonprofits with affordable and impactful Connected TV (CTV) advertising solutions.
With over 15 years of experience in media technology, Kris specializes in Streaming (FAST & AVOD), Monetization, and AdTech. His career has been driven by a commitment to innovation, growth, and impact, consistently achieving revenue growth and enhanced profitability through strong client relationships and strategic leadership.
A major highlight of his journey was developing AdPool into one of the largest CTV marketplaces, scaling it from scratch to over 5 billion+ avails monthly worldwide. During his tenure at Wurl, he led the launch of Content Discovery, the first CTV performance marketing platform focused on viewer acquisition and engagement—paving new pathways for streaming success. His contributions at Wurl, which was later acquired by AppLovin for $430 million, and Maker Studios, acquired by Disney for $675 million, illustrate his role in supporting companies through transformative phases of growth.
Founding AdGood was a natural evolution, uniting his passion for social impact with a deep understanding of streaming and AdTech. Under his leadership, AdGood continues to innovate and lead in the digital advertising industry, delivering effective solutions that meet the evolving needs of clients and consumers alike.
AdGood is a 501(c)(3) nonprofit transforming the way nonprofits access advertising by turning unused Connected TV (CTV) ad inventory into a powerful tool for social impact. We believe that every nonprofit, regardless of size, should have access to the same high-quality advertising opportunities as large organizations.
Our mission is to democratize access to premium TV advertising, enabling nonprofits to amplify their messages, raise awareness, and increase donations—at a fraction of the usual cost.
Founded by Kris Johns, a leader with over 15 years of experience in media and AdTech, AdGood is driven by a passion for using technology to create real, measurable change. We partner with TV ad publishers to secure donated, unmonetized ad space, providing nonprofits with affordable, high-impact CTV ad campaigns. Our innovative GenAI Ad Manager makes it easy for nonprofits to create professional ads quickly and efficiently, regardless of their technical expertise or budget.
AdGood is built on strategic partnerships, cutting-edge technology, and a commitment to empowering nonprofits to reach new heights. By transforming unmonetized inventory into a valuable resource for social good, we help nonprofits connect with their audiences in meaningful ways while offering publishers tax-deductible benefits.
Join us in making a difference—one impression at a time.
