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Every year, the Consumer Electronics Show in Las Vegas is packed with deals and company introductions.
2025 is no different.
On Tuesday at CES, media and ad tech veteran Kris Johns introduced AdGood, a nonprofit with a connected TV advertising platform on a mission to help other nonprofits access streaming media.
Nonprofits often don’t have the budgets or full-time executive resources to stream media as they should, Johns told AdExchanger.
It’s a self-defeating cycle, he said, as nonprofits and charities find it harder and harder to get donations and target people online.
AdGood’s model is to work with streaming publishers who donate impressions, sometimes unsold, to nonprofits and their agencies. Those ad buyers pay only a nominal fee to cover operating costs, Johns said.
Publishers can “monetize unfilled ad inventory that’s essentially been lost,” Johns said. It’s a big discount. And advertisers must be non-profit organizations.
AdGood makes ad inventory available through the Magnite bidding platform, which is integrated with most major streaming TV publishers, including Netflix, Disney and Year.
At launch, the startup declined to name specific nonprofits or agencies using its new service.
Advertising technology tax free
But charities and local nonprofits need more than steep discounts. Spots also need to be easy to buy, which is why AdGood centralizes the offering within Magnite.
Magnite collects unfilled ad inventory donated by publishers using its SpringServe ad server and then makes that inventory available to agencies representing nonprofits, said Katie Evans, Magnite’s president of operations. Agencies can access this inventory either through DSP or through ClearLineMagnite’s direct route to CTV’s menu.
AdGood currently offers the provision of CTV to non-profit organizations through a managed services offering. In the next few months, Johns said, the plan is to launch a self-service platform using Streamr.ai technology to generate video creative with QR codes that link directly to the organization’s site.
The first goal is to attract buyers. And what better place than Las Vegas during CES? Once AdGood gets more traction with larger agencies that represent nonprofits, Johns said it will develop direct relationships with smaller nonprofits that may not have an agency.
“We have meetings lined up for CES,” said Johns, “and we’re hoping for a flurry of new agency connections [that can] to give their current non-profit buyers access to our inventory.”