Havas Media Group has launched ‘Meaningful Marketplaces’, a new global initiative to invest in trusted news sources and minority-owned and operated media. The company claims the property is ‘built from a consumer-first perspective’, with Meaningful Marketplaces aiming to provide a direct connection to trusted, influential, and engaging media curated by humans without machine intervention.
Further, it looks to do away with the disinformation and denial of funds to news content, LGBTQ+ creators, and minority-owned businesses, mostly at the hands of intermediary technologies and media partners.
Meaningful Marketplaces offers a reduction in sell-side fees for media partners, aiming to give them a more equitable share of investment and greater opportunity to invest in content and creators. Under this ecosystem, the Group guarantees advertisers a brand-safe environment plus transparent costs from the buy to sell sides available to both advertisers and media partners.
“Meaningful Media has never been more important. To thrive, it needs an equitable and self-sustaining ecosystem,” said James Gyngell, global managing director of partnerships, Havas Media Group. “We developed Meaningful Marketplaces to function as that ecosystem, ensuring transparency for all stakeholders and investing for positive change. Launching first with MediaMath, Pubmatic, and Magnite, we invite all participants in the industry to join us.”
Havas Media Group will open up access to Meaningful Marketplaces to its entire roster of clients.
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