Programmatic advertising for social campaigns

The AdFusion Charity programme was created to support foundations and non-profit organisations in need of expertise in media planning, communication strategy, and access to premium advertising inventory. These organisations can benefit from traditional display ads as well as interactive rich media formats, designed to boost campaign performance. Advertisements are displayed free of charge on websites and in mobile apps through AdFusion’s programmatic platform. The goal is to raise awareness of key social issues while helping foundations gain visibility for their projects and attract donor support.

Since the beginning of the year, AdFusion has run four charity campaigns, reaching approximately two million internet users. Benefiting from free ad placements within the programmatic ecosystem were: Rak’n’Roll, an oncology charity; the Empowering Children Foundation, which focuses on child abuse and sexual exploitation; the Childbirth with Dignity Foundation, advocating for women’s rights in childbirth; and the Paluch Animal Shelter, which launched the Homeless Pet Day campaign. The campaign visibility rate reached 70%, demonstrating the premium quality of the ad placements.

"Communicating the message of valuable projects and charitable initiatives should be supported by professional marketing tools, which foundations often lack," emphasises Tomasz Kąkol of AdFusion. "As a socially responsible company, we want to leverage our expertise and technology to promote social initiatives and raise awareness of important issues."

AdFusion is set to expand its charity programme, welcoming more foundations and organisations to take part. Beneficiaries will gain access to free, high-impact advertising space, ensuring strong campaign visibility in a brand-safe environment. Additionally, the AdFusion team offers expert support in planning advertising activities and refining target audiences. Charity ads can reach a broad audience or be precisely tailored to engaged groups, such as individuals interested in similar initiatives.