What's Happening?
Viant, a demand-side platform, has partnered with Ad Fontes Media to introduce a new feature that allows advertisers to target connected TV (CTV) news inventory based on content-level reliability and political bias scores. This integration, the first
of its kind on CTV, enables advertisers to select programming that aligns with their quality standards, moving beyond broader app-level or domain-level signals. Vanessa Otero, founder and CEO of Ad Fontes Media, emphasized the goal of encouraging more advertising in news by providing a more nuanced approach to content selection.
Why It's Important?
This development represents a significant shift in how advertisers can engage with news content on CTV platforms. By offering a more granular targeting option based on reliability and bias, advertisers can make more informed decisions about where to place their ads, potentially increasing trust and engagement with audiences. This approach could lead to a more balanced representation of news content in advertising, addressing concerns about media bias and reliability. For the advertising industry, this innovation could enhance the effectiveness of ad campaigns and support a more diverse media landscape.
