By Robert Sala
Early in 2020, amid the COVID-19 crisis, the AdTechCares coalition was founded by Amobee and more than 50 other industry partners with a goal to raise awareness and combat misinformation surrounding the pandemic. The initial PSA campaign invited media partners to contribute impressions to a series of ads leading consumers to factual websites including World Health Organization (WHO) and the Centers for Disease Control and Prevention (CDC) to increase awareness through ad formats across video, connected TV, DOOH, and audio.
Over one 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 for environmental issues.
Verve Group is proud to have contributed to AdTechCares since early in its founding by donating remnant in-app inventory — initially for its WHO campaigns — and, more recently, towards the COVID Vaccine Trust Campaign. This latest initiative sees AdTechCares partnering with the Veterans Coalition for Vaccination (VCV) and Venables Bell + Partners to ensure public trust in COVID-19 vaccinations across the US.
How Verve Group and GeoEdge Are Supporting AdTechCares With ‘Fallback Ads’
Verve Group partners with leading ad security and verification provider GeoEdge which detects low-quality ads and verifies that sites and apps offer a clean, safe, and engaging user experience. GeoEdge identifies undesirable ads on Verve Group’s exchange and replaces these with pre-approved fallback ads in real time. Verve Group and GeoEdge have come together to support the pro-vaccination PSA campaign by replacing this fallback ad with vaccine trust creatives provided by the AdTechCares team and their partners.