• by Laurie Sullivan , August 14, 2025

A+E Global Media, a media and entertainment company, will donate premium advertising inventory to nonprofits through a partnership with AdGood, a seven-month old nonprofit focused on connected TV media.

The partnership gives nonprofits access to generative AI (GAI) ad creation tools and high-quality ad placements to run CTV campaigns that are often out of reach due to cost or resource constraints, according to AdGood CEO Kris Johns. 

“Companies donate for social good,” Johns said, pointing to brand loyalty. “Many of these publishers work with nonprofits. Consumers like companies tied to a cause.”

The price for the ads are typically 70% below the market rate because the ads only go to nonprofits. 

"Average CPMs for CTV run between $25 to $30 dollars, if not more," Johns said, providing an example and noting that these CPM prices are not what A+E Global Media charges. 

AdGood has partnered with working on an attribution platform with partners where nonprofits will have the ability for the first time to attribute and measure performance throughout the CTV ad funnel.

It will track how CTV impressions drive viewers to their websites, integrate that data into their donation platforms and CRMs, and see exactly how much their campaigns generate in contributions. This delivers the same level of digital funnel visibility they’re used to from other media channels—now extended to premium CTV.

“All nonprofits should have access to affordable ad inventory, so they can grow awareness and get the donations they need,” he said. “We want to turn marketing from a cost to profit center.”

There are more than 1.8 million non-profit across the U.S., according to Johns. AdGoods works with about many publishers. This announcement with A+E Global Media follows a string of recent AdGood partnerships with Viant, Plex, Stingray and earlier this year, LG Ad Solutions.

AdGood’s GAI-based ad tool generates a 30-second video ad from the nonprofit’s URL. It also has access to other formats, and there are multiple templates.

The technology scrapes the content of the website and builds an ad with a voiceover, music and script. It is editable through a chat prompt on the side, offers different languages and dialects, and helps with targeting.

The company swipes a credit card in the self-service platform to pay for the media. There is a $250 minimum spend for nonprofits to create an ad and run a campaign in a local community.

AdGood will provide reporting to publishers and media outlets through an Impact Report that cites the number of impressions donated and served across a specific cause, as well as how much the ads drove awareness. It’s done through a programmatic ad tag inserted in an ad server similar to other analytic platforms.