AdGood Boosts Nonprofit Reach with CTV Ad Access & GenAI Tools

1. With recent appointments of leaders, what was the strategic thinking behind this
expansion?
AdGood’s mission is to simplify access to premium Connected TV (CTV) advertising for
nonprofits, and the expansion of our Board of Directors ensures we have the expertise needed
to scale this impact. By bringing together leaders from advertising, streaming, technology, and
philanthropy, we’re positioning AdGood to navigate the evolving media landscape and create
sustainable models that amplify nonprofit voices. These appointments bring decades of proven
operational, monetization, and creative experience, helping us build a future where nonprofits
have the same access to premium ad opportunities as large commercial brands.

2. How do you leverage underutilized media inventory for nonprofit campaigns?
We partner with publishers and streaming platforms to repurpose unused CTV ad inventory,
transforming what would otherwise go to waste into a powerful tool for mission-driven
organizations. By securing donated and deeply discounted inventory, we’re able to offer
nonprofits access to premium ad placements that would normally be out of reach with rates up
to 70% below typical market cost. We complement this with technology like our GenAI ad
manager(am.adgood.org), which simplifies the creative process and media buying process,
enabling nonprofits to launch campaigns quickly and effectively.

3. In what ways are you helping nonprofits gain visibility in a space traditionally
dominated by large commercial brands?
Nonprofits are often excluded from premium Connected TV advertising due to high costs and
complex buying processes. AdGood changes that by creating a level playing field: we give
nonprofits direct access to premium inventory and the tools to build compelling campaigns.
Whether it’s awareness, fundraising, or community impact, our approach ensures that their
messages stand shoulder-to-shoulder with commercial brands, reaching audiences on the
largest screen in the home.

4. How are you engaging with streaming platforms or FAST channels to create
sustainable, mission-driven ad space?
Our board includes leaders with deep connections to the FAST and streaming ecosystem, which
gives us unique opportunities to collaborate on initiatives that carve out dedicated space for
nonprofit advertising. By partnering with platforms on innovative inventory donation programs
and long-term discounted media deals, we’re building a pipeline of mission-driven campaigns
that not only benefit nonprofits but also enhance the social responsibility efforts of our media
partners.
In addition, both myself and Craig Heiting, AdGood’s Chief Revenue Officer, bring long-standing
relationships with many of the top publishers in the space, relationships built over years of
working together on monetization, audience development, and strategic distribution. These
trusted connections allow us to accelerate new partnerships, secure premium inventory access,
and co-create impactful programs that align with each partner’s brand, business goals, and CSR
strategy.

5. How do you measure success for nonprofit CTV campaigns and which KPIs
matter most in a mission-driven model?
While traditional advertising KPIs like impressions, view-through rates, and conversions remain
important, success for us is equally measured by impact: Did the nonprofit increase awareness
of its mission? Did donations or volunteer engagement rise? We are focused on actionable
outcomes, leveraging data from both the nonprofits and our campaign data to ensure every
campaign drives meaningful results for the organizations we serve.

6. What’s next for AdGood? Any plans for new platform features, geographies, or
vertical-specific expansions?
AdGood has a lot in the pipeline as we continue to scale our technology and partnerships to
support more nonprofits nationwide. Streamr.ai is actively enhancing our GenAI ad manager to
deliver stronger creative quality, more precise audience targeting, and greater localization.
We’re also exploring international streaming partnerships to expand our reach beyond the U.S.
market. In addition, we’re developing vertical-specific initiatives in key areas like healthcare,
education, climate action, and more, ensuring high-impact nonprofits have the tools they need
to reach the right audiences and amplify their missions.
We’re also advancing our attribution capabilities, with beta testing set to begin in early August.
This marks a significant milestone; not just for AdGood, but for the entire nonprofit sector. Being
able to directly measure the impact of Connected TV on donations, awareness, and
engagement will unlock powerful insights and prove the true value of nonprofit advertising.
Even ahead of these formal capabilities, we’re hearing strong anecdotal feedback from partners
who are already seeing meaningful increases in donations and visibility. As data begins to roll in,
we’ll share case studies, insights, and best practices,so that nonprofits of all sizes can benefit
from what we’re learning.