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AOP CRUNCH 3.3: Is purpose beyond profit the answer to a healthier ad industry?

What's New in Publishing 30 Jul 2020 06:25

OPINION

Before COVID-19, balancing purpose with profit was seen by many as an idealistic but unrealistic goal. Now attitudes are starting to change. Huge cultural upheaval is not only showing that long-established social and working norms can be reconfigured, but also driving consumer expectations of purposeful action. 

Across the digital media space, this sudden shift has sparked rapid development of ethical initiatives. In the space of weeks, Havas Media Group and Mindshare have launched multiple programmatic private marketplaces (PMPs) aimed at increasing the flow of advertising spend to publishers focused on the black, Hispanic, and LGBTQ+ communities.

It seems a new era is dawning. But what does this mean for the future of audience interaction and, crucially, how can we maintain momentum post-pandemic?

These were the key questions at the Association of Online Publishers (AOP) Crunch 3.3 webinar, where leading brands, agencies and content creators explored the impact of recent disruption, and the likely future for meaningful media.

Here are the top takeaways on the rise of purpose and building a healthier digital publishing industry:

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LampteyCOVIDHavas Media GroupAssociation of Online PublishersAmir Malik
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