The new global initiative, Meaningful Marketplaces by Havas Media Group, will aim to ensure a more equitable share of investment in trusted news, as well as content providers and creators from minority and under-represented groups.
Havas Media Group announced the launch of Meaningful Marketplaces, a new global initiative to invest in the trusted news sources and minority-owned and operated media. As per the agency, the property is built from a consumer-first perspective as Meaningful Marketplaces aims to provide a direct connection to trusted, influential, and engaging media curated by humans and not the machines.
The platform will also attempt to arm against disinformation and denial of funds to news content, LGBTQ+ creators, and minority-owned businesses in the system of intermediary technologies and media partners.
Further, the property offers an immediate 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, Havas Group guarantees a brand-safe environment for advertisers, wherein they can support media that matters.
“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”, he added.