Every year, the Consumer Electronics Show in Las Vegas is rife with dealmaking and company launches.
2025 is no different.
At CES on Tuesday, media and ad tech veteran Kris Johns unveiled AdGood, a nonprofit with a connected TV ad platform and a mission to help other nonprofits access streaming media.
Nonprofits often don’t have the budgets or full-time executive resources to undertake streaming media as they should, Johns told AdExchanger.
It’s a self-defeating cycle, he said, as nonprofits and charities find it harder and harder to solicit donations and target people online.
AdGood’s model is to work with streaming publishers, who donate impressions, sometimes when they go unsold, to nonprofits and their agencies. Those ad buyers only pay a nominal fee to cover operations costs, Johns said.
Publishers get to “monetize unfilled ad inventory that has essentially gone to waste,” Johns said. It is a major discount. And the advertisers have to be nonprofit orgs.
AdGood is making ad inventory available through the supply-side platform Magnite, which is integrated with most major streaming TV publishers, including Netflix, Disney and Roku.
The startup declined to name specific nonprofits or agencies using its new service at launch.
Ad tech untaxed
Charities and local nonprofits need more than the steep discounts, though. The spots also need to be easy to buy, which is why AdGood is centralizing supply within Magnite.
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Magnite aggregates unfilled ad inventory donated by publishers using its SpringServe ad server, then makes that inventory available to agencies representing nonprofits, said Katie Evans, Magnite’s president of operations. Agencies can access this inventory either through DSPs or through ClearLine, Magnite’s direct path to CTV supply.
For now, AdGood offers CTV supply to nonprofits through a managed service offering. In the next couple of months, Johns said, the plan is to launch a self-serve platform using Streamr.ai tech to generate video creative with QR codes that link directly to an organization’s site.
The first goal is to attract buyers. And what better place than in Las Vegas during CES? Once AdGood can gain traction with bigger agencies that represent nonprofits, Johns said it will form direct relationships with smaller nonprofits that may not have an agency.
“We have meetings set up for CES,” Johns said, “and we’re hoping for an onslaught of new connections to agencies [that can] give their current nonprofit buyers access to our inventory.”
