CTV just got a lot more meaningful.
In a move set to level the playing field in streaming media, AdGood, a nonprofit CTV media platform, has joined forces with Viant Technology to give mission-driven organizations unprecedented access to premium Connected TV inventory—at a fraction of the typical cost.
This partnership blends AdGood’s pool of donated, brand-safe CTV ad space—over 450 million impressions monthly—with Viant’s programmatic prowess and Household ID™ targeting. The result: nonprofits can now run data-driven, measurable CTV campaigns that rival those of commercial advertisers in both reach and sophistication.
Think of it as programmatic with purpose.
A Seat at the Big Table for Mission-Driven Campaigns
Let’s be real: CTV advertising hasn’t exactly been nonprofit-friendly. High costs, complex tools, and walled gardens have traditionally kept smaller organizations locked out of premium ad space.
That’s where AdGood comes in. As a 501(c)(3) media platform, it sources donated or heavily discounted CTV inventory from top streaming platforms and makes it accessible to nonprofits—often at more than 70% off market rates.
Now, by plugging into Viant’s demand-side platform (DSP), nonprofits can:
- Target households with surgical precision via Viant’s Household ID™, sidestepping the cookie conundrum.
- Launch campaigns with ease, thanks to AdGood’s managed service and self-serve GenAI-powered Ad Manager.
- Measure real impact, tracking engagement, donations, and ROI just like the big brands do.
“We’re not just offering discounted media,” said Kris Johns, AdGood’s Founder and CEO. “We’re building an ecosystem where nonprofits can advertise using the same tools as major brands—with purpose at the core.”
Closing the Gap Between Awareness and Action
The partnership’s potential extends beyond good optics. With streaming TV expected to dominate digital ad spend in coming years, nonprofits now have a viable, scalable channel to build awareness, raise funds, and inspire action—where their audiences already are.
“By ensuring affordable, seamless access to premium CTV inventory beyond restrictive walled gardens, Viant and AdGood are making it easier for purpose-driven campaigns to drive measurable social impact,” added Jon Schulz, CMO at Viant.
And with more than 450 million impressions monthly now within reach, the scale is anything but modest.
The Bigger Picture
This collaboration isn’t just about cheaper ad space—it’s about reimagining how causes connect with communities in the age of streaming. AdGood’s model is a rare blend of programmatic efficiency and philanthropic intent, giving nonprofits a direct line into living rooms with tools once reserved for Fortune 500 brands.
For AdTech players wondering how to make a meaningful impact without compromising scale, AdGood’s message is clear: partner with us, and let your tech do some good.
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