A LOCAL JOURNALISM
AD NETWORK BUILT FOR
BRANDS AND BUYERS
YOUR BRAND MATTERS. SO SHOULD YOUR AD NETWORK.
Local media that create high-quality journalism deserve the investment of high-quality brands to support the communities they serve. That's why we created NewsPassID, a curated collection of thousands of credible local news sites across the U.S. NewsPassID generates results and protects brand position by using a vast ad network to deliver high-quality target audiences, content and privacy compliance for major ad agencies and global brands.
Meet NewsPassID
OUR STORY
NewsPassID was created by the Local Media Consortium, a group of 100+ local media companies across the U.S. and Canada, and Scott Cunningham, Founder of IAB Tech Lab and veteran advertising, publishing and technology executive. We believe NewsPassID can deliver improved programmatic performance for both advertisers and local media.
OUR MISSION
NewsPassID's mission is to elevate local media's standing in the digital ecosystem and create a more scalable, privacy-compliant way to directly connect brand marketers, advertising buyers, and consumers in diverse communities across the U.S.
OUR AD NETWORK
The NewsPassID network consists of thousands of trusted local newspaper, broadcast and online-only news outlets serving communities in markets across the U.S.
For Advertisers
01 /
ATTRACTIVE
AUDIENCE
Local news sites attract the audiences large agencies and global brands most desire. On average, our readers are higher educated, higher income, and more engaged in their communities. With over 200 million unique visitors a month, we can't think of a better buy.
02 /
BRAND SAFE ENVIRONMENT
Your Brand matters. That's why NewsPassID is comprised of credible local news outlets that are trusted in their communities. And because NewsPassID publisher admission is based in part on Brand Safety adherence, you can be confident that your Brand is in safe hands.
03 /
QUALITY
CONTENT
The NewsPassID network is a curated group of local news and information sites. All sites must adhere to our quality standards in providing current, relevant and useful content. Agencies and brands can rest assured their ads will not run on low-quality, non-member sites.
04 /
TRUST
All NewsPassID journalism publishers must demonstrate trusted messaging and relationships with their audiences. NewsPassID validates all consent activations align with industry standards and adhere to privacy regulations.
05 /
STREAMLINED
BUYING
Let's face it. Bulk ad buying is easier with technology. The NPID curation team streamlines scalable access to credible news sites and is launching a self-serve interface making it easier to execute your media and data activation.
06 /
TRANSPARENCY
NewsPassID delivers more for every dollar spent by creating a more transparent, efficient path between the buyer and publisher. Intermediaries are disclosed at every hop. This ensures a more efficient investment in the audiences of each local news outlet.
For Publishers
01 /
LOCAL MEDIA
OWNED & OPERATED
NewsPassID was created by and for local news companies to deliver benefits that until now were only available to larger organizations. Our network provides the scale to compete for national ad buys, protects your first party data and delivers measurable financial benefits.
02 /
INCREASED
REVENUE
Joining the NewsPassID ad network allows you to easily leverage the collective size and scale of trusted local media across every U.S. market. In addition, our proprietary bid optimizer delivers measurable lift in your programmatic revenue in open auction. What's not to like about that?
03 /
REDUCED COST OF SALE
​Advertisers want supply path transparency and optimization. So should you. NewsPassID leverages Demand Path Optimization to make it more efficient for buyers to allocate ad budgets to local media. It also minimizes supply chain intermediaries so a higher percent of advertising investment is realized by publishers.
04 /
BETTER AD BUYER
RELATIONSHIPS
With NewsPassID, bigger is better. As part of a large ad network you gain better and more direct relationships with global agencies and national brands. Better representation means better opportunity to increase revenue.
05 /
PRIVACY
COMPLIANT
NewsPassID helps take the guesswork out of consumer privacy. We work with the legal counsels of multiple publishers, consent management platforms, and other trade organizations to guide our development and offering.
06 /
PROTECTS YOUR
FIRST PARTY DATA
You own your customer relationships, period. Since NewsPassID is owned by local media companies just like you, we understand the value of your first party data. Through our onboarding process, NewsPassID can help identify privacy compliance gaps to minimize risk and protect your data
