MoPub launches #BackfillForGood

April 30, 2020

Tags: Industry Perspectives, Publishers

Jayme Farrell-Ranker
Sasan Hezarkhani
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As the global community faces the COVID-19 pandemic together, Twitter is helping people find reliable information, connect with others, and follow what’s happening in real time. The MoPub team is contributing to the cause by finding ways we can use our platform in the fight against COVID-19. This week, we’re launching an initiative called #BackfillForGood as a way to support the many communities impacted by the virus.

The goal of the project is to use app publishers' unfilled ad space to amplify the distribution of reliable public health information and raise awareness of NGO initiatives. We are giving our publisher partners the opportunity to opt-in some or all of their unfilled banner or full screen ad space. If you are a MoPub publisher, all you have to do is fill out this form to opt in. 

The ad creatives will be focused on these four themes:

  • COVID-19 public health information partners (including government)
  • Existing #TwitterForGood partners providing COVID-19 specific guidance (e.g. screen time, online safety for parents)
  • Fact-checking entities
  • COVID-19 focused mental health initiatives

As the entire world faces an unprecedented public health emergency, our team is focused on ensuring business continuity for our clients and partners, and helping to amplify the spread of reliable public health information. If you have any questions regarding this initiative, please get in touch with us at mopub-for-good@twitter.com.

Update as of September 14, 2020: MoPub's #BackfillForGood initiative has expanded. During this transformative time in our history, we want to continue to use the MoPub platform for good. Beginning today, we’re expanding #BackfillForGood to incorporate more social causes in addition to continuing to spread reliable COVID-19 public health information. The newest cause we’ve added is racial justice. We’ll be partnering with nonprofit organizations to help amplify their efforts to fight racism and its negative effects on communities of color across the world. Make sure to review the updated blog post for more information.

About the author: Jayme Farrell-Ranker, Group Product Growth Manager 

Jayme leads the product growth team for MoPub. She joined MoPub in 2014, spending the beginning of her tenure managing North American publishers and making the transition to the product team in 2018. Aside from mobile ads, Jayme’s interests include coffee, traveling, and politics; she tweets from @JaymeFR.

About the author: Sasan Hezarkhani, Senior Software Engineer

Sasan is a senior engineer on the MoPub backend ad serving team, making sure MoPub's systems can handle the huge amount of traffic we receive from app publishers around the world. Sasan joined MoPub in 2018 and tweets from @gootik. He has been working in adtech for the past six years, previously at Vungle and ReTargeter.

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