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AdTechCares Expands Mandate to Support Black Lives Matter

by Amobee, September 15, 2020

Today, after months of preparation, we are extremely honored to announce that the #AdTechCares coalition of 50+ Advertising Agencies, AdTech platforms, and enabling data partners, is adding support for the Black Lives Matter (BLM) movement to its existing program of combating misinformation worldwide. Specifically, we are providing programmatic campaign execution, inventory, and data targeting support for Campaign Zero, which is a project of the non-profit 501(c)(3) organization called WeTheProtesters

The particular campaign we are helping to execute is the Nixthe6 public service announcement (PSA) campaign, which is designed to raise awareness about the ways in which the BLM movement and its allies seek to reform law enforcement, city by city, across the United States. The campaign is now live and can be seen here. You can also see illuminating examples of the campaign creative below. 

“Fighting the epidemic of Racism will be a marathon (and beyond). Our journey will continue, our strategies will evolve, and we will persist. The new video campaign will be distributed on Linear TV, Digital and Social media because reaching human beings with a message of community responsibility requires repetition and the greatest reach possible.” — Ryanne Laredo, Chief Customer Officer, Amobee.

Get involved! Please let us know if you would like to join us to lend your support either in the form of inventory, influencer marketing resources, or additional promotion here. If you have any questions, please feel free to email AdTechCares@Amobee.com

Participate! Join Ryanne for a panel discussion with Campaign Zero co-founder and activist DeRay McKesson, Rashad Robinson Executive Director, Color of Change, and UM Worldwide’s EVP, Chief Digital & Innovation Officer, Joshua Lowcock, and more at Advertising Week 2020. The session takes place on Wednesday, October 7th at 1:30pm ET in the Brand Purpose Track. Register here. 

Funds and in-kind donations for Campaign Zero support the analysis of policing practices across the U.S., research to identify effective solutions to end police violence, technical assistance to organizers leading police accountability campaigns, and the development of model legislation and advocacy to end police violence nationwide. 

The AdTechCares partners involved in this new effort include Ad Council, Adsolut, Dailymotion, DistrictM, DoubleVerify, eBay, Integral Ad Science (IAS), Mediavine, Meredith, NYIAX, Origin Media, Parsec / Adelaide, Playwire, Pubnative, Spaceback, and Universal McCann.

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