This Initiative Aims to Help Advertisers Fund Journalism in Times of Crisis is creating banner ads to incentivize brands to fund wartime reporting

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As war broke out in Ukraine, readers flocked to Ukrainska Pravda, one of the country’s largest outlets, to learn about the biggest European conflict in decades.

During the first 30 days of the conflict, Pravda generated more than 900 million page views, a record for the site, according to the CEO Andrey Boborykin. Before the war, Pravda averaged 100 million monthly page views.

When a business provides a valuable service, typically its bottom line improves. Instead, Pravda’s programmatic revenue during the first month of conflict cratered by 90%, while native ads went to nearly zero, Boborykin said.



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