The Unfilled Promise of CTV
We live in an era where screens dominate our homes—televisions, computers, mobile devices—but in the world of Connected TV (CTV), an interesting problem has emerged: an abundance of unused ad inventory that networks often fill with repetitive slates or blank screens. According to a study cited by TVNewsCheck, CTV fill rates can sometimes dip below 40 percent, meaning a large portion of commercial breaks is wasted—or replaced by identical house ads—offering little value to viewers or content providers.
At first glance, this wasted airtime might not seem like the world’s greatest crisis. Yet, the losers in this scenario are the audiences, who endure a jarring pause in their viewing experience, and the industry itself, which misses an opportunity to show engaging, relevant messages. In an era of personalized entertainment and advanced targeting, it feels anachronistic for networks to show nothing but a static “ad break in progress.”
Data is at the heart of modern advertising. Brands pay large sums to target consumers with precision, using AI to deliver the perfect 30-second spot. But we rarely see that same sophistication deployed to help communities or spotlight the nonprofits addressing our most pressing issues. Despite leaps in adtech, we almost never see, “Here’s how you can support local foster care programs,” or, “Join our climate initiative in your area,” in those leftover ad slots. Instead, entire pods go unfilled, replaced by blank screens or loops of the same stale house ad.
This mismatch is glaring. Many of us have affinities—whether for sustainability, children’s health, or animal welfare—that rarely surface in our TV ad breaks. We’re bombarded by tailored brand ads, yet never see the same high-level targeting for the causes that might deeply resonate with us. If you love fashion or organic food, you might also want to help an environmental nonprofit or local children’s charity. The data and tech already exist to make these connections for brand campaigns. Why not for social good?
Enter a new socially driven adtech solution that aims to bridge this gap, AdGood, a 501(c)(3) organization using leftover CTV ad space to amplify the missions of nonprofits large and small. By integrating directly with major streaming providers, AdGood can deliver deeply discounted TV inventory—sometimes up to 4x the reach nonprofits would normally get for the same budget—through the DSPs these organizations already buy from. Instead of paying $18–$25 CPM, nonprofits might access premium slots for as little as $5–$6 CPM, drastically lowering the barriers to TV advertising.
But AdGood’s ambitions run deeper than just discounting big-name campaigns. This March, AdGood plans to launch a self-serve GenAI Ad Manager (powered by streamr.ai), enabling nonprofits to create video ads simply by inputting their website URL. The AI then auto-generates voiceover, music, and a custom QR code directing viewers to a donation or info page—all while automatically targeting the right audiences based on website content. Should nonprofits want to refine or expand the targeting strategy, the platform allows full editing controls. Even better, the minimum spend is only $250, opening up TV advertising to local or smaller nonprofits that might never have considered it before. This is the sort of inclusive, AI-powered approach that transforms “leftover inventory” from an industry footnote into a genuine social impact engine.
For publishers, this system is also surprisingly painless: they can either plug AdGood’s single VAST tag into their demand stack or set up a direct connection (via an ad server like SpringServe). Surplus airtime transforms into a cause-driven message—often relevant to viewers—and publishers can benefit from potential tax incentives if the inventory is donated. At scale, it’s a vision where vacant breaks become local success stories rather than visual dead ends.
Some cynics might argue this is a niche concern, or that nonprofits should stick to smaller digital channels. But in a society that invests billions in consumer targeting, dedicating a portion of our leftover ad real estate to nonprofits stands out as a straightforward, high-impact reform. The same shopper enthralled by eco-friendly sneakers might be even more motivated to support reforestation. The data are there to connect those dots. Let’s use them.
Better yet, bridging leftover ad space and nonprofits shows we’re not just chasing the highest bidder for attention—we’re harnessing innovation to amplify what genuinely matters. Viewers see less blank screen. Small charities can run TV campaigns for the first time in their history. Larger nonprofits can elevate brand awareness even further. And publishers fill unwanted space while enhancing the overall user experience. Call it a win-win-win.
Sure, there is legwork remaining: intangible donation rules differ by market, and nonprofits need to learn the ropes. But the potential is profound: stronger communities, more informed citizens, and no more dead air on your CTV breaks. Now that’s an advertising revolution worth watching.
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A Call to Action for Social Change
If you’re a publisher with unused CTV inventory, consider donating those valuable ad slots to a purpose-driven solution like AdGood. Beyond improving the viewer experience, you’ll help nonprofits reach communities that truly care about their causes—and potentially receive tax benefits in the process. Likewise, if you’re a nonprofit seeking accessible TV advertising, reach out to AdGood.org to amplify your mission on the biggest screen in the home. Together, we can transform unused ad space into a positive force for social good.
Source: TV Newscheck
