Early in 2020, at the height of the COVID-19 crisis, Amobee and 50 other industry partners founded the AdTechCares coalition in order to raise awareness and combat misinformation surrounding the pandemic. The initial PSA campaign invited media partners to contribute impressions to a series of video, connected TV, DOOH, and audio ads that led consumers to factual websites such as the World Health Organization (WHO) to increase awareness.
More than a year after its founding, AdTechCares is still going strong and has expanded its COVID-19 PSA campaign to include an array of awareness campaigns focusing on global issues such as Black Lives Matter and Campaign Zero, pro-vaccination PSAs, and supporting causes related to environmental issues.
AdTechCares’ latest initiative is the COVID Vaccine Trust Campaign. AdTechCares is partnering with the Veterans Coalition for Vaccination (VCV) and Venables Bell + Partners to increase public trust in COVID-19 vaccinations across the US.
How GeoEdge and Verve Group are Supporting AdTechCares with ‘Fallback Ads’
GeoEdge detects low-quality ads and verifies that sites and apps offer a clean, safe, and engaging user experience. Our real-time security solutions make sure each bad ad is replaced with a clean, pre-approved, creative ‘fallback ad’.
The partnership between Verve Group and GeoEdge allows us to identify undesirable ads on Verve Group’s exchange and replace them with pre-approved fallback ads in real-time. Together, we are supporting the pro-vaccination PSA campaign with vaccine trust creative content provided by the AdTechCares team and their partners.
“It’s amazing to see that our industry and collective technology are able to do something great for the world”, said Iva Parvanova, Director of Account Management at Verve Group and AdTechCares Founding Member.
Previously, the fallback ad was an in-house creative endeavor from Verve Group, but the team saw the opportunity to use the space for promoting the greater good. The new creative content is now available in all display ad sizes and is estimated to fire ~20-30M* monthly impressions in this campaign alone.
“It feels great that we can extend the borders of our partnership with Verve Group beyond day-to-day activity,” said Yuval Shiboli, Regional Director EMEA at GeoEdge. “AdTechCares is a great opportunity to harness technology and resources for a good cause,” he added.
We encourage our allies and other industry leaders to use innovation and creativity to find new ways to collaborate to drive change, raise awareness, and use digital advertising to change the world for the better.
If you’re a GeoEdge partner and would like to work together on a similar project, please reach out to your dedicated Customer Success Manager or send us an email at [email protected]. If you’d like to partner with GeoEdge, reach out to the team here.
If you’d like to collaborate with Verve Group on similar impactful initiatives, reach out to the team here. Don’t forget to follow the great work AdTechCares is doing for the world or sign up to become an AdTechCares partner here.
About Verve Group
Verve Group’s omnichannel ad platform connects advertisers, agencies, brands, and publishers to people in real-time. With a privacy-first approach, Verve Group offers advertising innovation at scale with full-stack programmatic solutions in brand-safe environments. The global company is a trusted partner of 5,000+ advertisers and brands with direct connections to 4,000+ publishers and apps globally. Verve Group is part of Media and Games Invest (MGI) and has an international presence with over 200 employees in 20+ offices worldwide, spanning the Americas, EMEA, and APAC.
About GeoEdge:
GeoEdge’s mission is to protect the integrity of the digital advertising ecosystem and to preserve a quality experience for users. GeoEdge’s advanced security solutions ensure high ad quality and verify that sites offer a clean, safe and engaging user experience so publishers can focus on their business success. Publishers around the world rely on GeoEdge to stop malicious and low-quality ads from reaching their audience. GeoEdge allows publishers to maximize their ad revenue without quality concerns, protect their brand reputation, and increase their user loyalty.GeoEdge guards digital businesses against unwanted, malicious, offensive, and inappropriate ads without sacrificing revenue.
To learn more, visit: www.geoedge.com
