MediaMath is replacing ads with Amber alerts to help find missing children

MediaMath is using programmatic technology to serve Amber alerts

Ahead of National Missing Children’s Day on 25 May, MediaMath is launching a program that will scatter Amber alerts across the web.

Adtech company MediaMath and its charitable arm MediaMath.org have partnered with the Federation for Internet Alerts (FIA) to replace online ads with alert creatives that can include information such as a missing child's photograph, descriptions of likely abductors and vehicle information.

MediaMath is using its TerminalOne platform to serve these geo-located alerts in real-time.

"I’m stoked... about this passion project becoming a reality and, quite literally, helping to save children (and deter would-be abductors) with targeted advertising technology," MediaMath's director of policy and data governance Charlie Simon wrote in a blog post.

MediaMath runs a 'Hackathon' where it takes and judges project pitches across five different categories. This integration with the FIA was the winning submission in the 'Social Impact' category.

"This grassroots project is a fantastic example of how we can use marketing for good using our talent and technology," said Michael Quinn, director of MediaMath.org.

MediaMath employees worked off hours to develop this initiative as part of a partnership with Pledge 1%, a multi-company collective pushing corporate philanthropy.

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