In a bold step toward democratizing nonprofit access to CTV advertising, AdGood, the 501c3 nonprofit CTV media platform built for mission-driven organizations, has announced a strategic partnership with Viant Technology Inc., a leader in CTV and AI-powered programmatic advertising. This collaboration brings together AdGood’s expansive pool of donated CTV inventory with Viant’s sophisticated audience targeting capabilities, empowering nonprofits to effectively deliver and measure high-impact campaigns to the right households at a fraction of traditional media costs.

With more than 450 million premium CTV impressions available monthly from top publishers and platforms, AdGood is redefining what’s possible for nonprofits in the media landscape. By integrating with Viant’s Demand-Side Platform (DSP), including its pioneering Household ID technology, nonprofits can activate data-driven campaigns with the precision and efficiency typically reserved for major brands.

“This partnership leverages Viant’s longstanding leadership in addressable CTV advertising, allowing nonprofit organizations to connect meaningfully with key audiences across premium inventory,” said Jon Schulz, Chief Marketing Officer at Viant Technology. “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.”

Key Benefits for Nonprofits:

• Advanced Targeting: Use Viant’s Household ID to deliver the right message to the right household, without relying on cookies.
• Affordable Reach: Nonprofits can run CTV campaigns—powered by AdGoods inventory and optimized through Viant’s DSP.
• Seamless Activation: AdGood handles all inventory procurement, compliance, and setup for nonprofit clients.
• Massive Scale: Access over 450 million monthly CTV impressions from top publishers and platforms donating unused inventory through AdGood.
• Superior Measurement Across CTV: Access to Viant’s advanced measurement and reporting capabilities, allowing nonprofits to track their CTV campaigns’ impact on driving donations, highlighting which audiences and tactics are driving the most action and return on ad spend.

“Viant’s leadership in CTV advertising allows us to open up premium streaming advertising to nonprofits in a way that’s equitable, effective, and scalable,” said Kris Johns, Founder and CEO of AdGood. “We’re not just offering discounted media—we’re building an ecosystem where nonprofits can advertise using the same tools as major brands, with purpose at the core. We want to make it easy for all of AdTech to do good. Partner with us, and we’ll get your technology into the hands of every nonprofit we can.”

AdGood sources donated CTV inventory from leading publishers and matches it with nonprofits looking to grow awareness and drive donations, offering 70 %+ discounts on market rates for the same premium CTV supply. The organization supports nonprofits for all their CTV media needs from targeting to reporting through its managed service and self-serve GenAI-powered Ad Manager (am.AdGood.org).

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