GroupM, the world’s largest media buyer, is rolling out an industry effort to steer programmatic ad dollars toward dwindling local news shops in what it is characterizing as a bid to “save journalism.”
It’s another industrywide attempt to funnel more digital spend to local publishers as those news businesses continue searching for a lifeline, especially amid the Covid-19 pandemic that has crippled local advertising.
GroupM’s so-called Local News Inclusion List will offer advertisers a collection of “brand-safe” local outlets across 31 countries, including the U.S.,

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