Prohaska Consulting Launches ProNews Collective, Powered Exclusively by Index Exchange, to Drive Revenue and Support Quality News Publishers

 

New collective of high-quality news publishers creates a new opportunity and creates efficiencies for media buyers and brands in reaching valuable news audiences.

 

New York, NY – October 10, 2024. Prohaska Consulting, the award-winning global digital consultancy, today announced the launch of ProNews, a collective of publishers delivering high quality news content, and filling a unique space for advertisers to reach more news consumers in a brand safe environment.

In an exclusive partnership with one of the world's largest supply-side platforms (SSPs), Index Exchange, this offering creates a streamlined way to reach highly desired news audiences. ProNews is now available as a marketplace atop Index Marketplaces, a flexible platform that leverages Index Exchange's programmatic infrastructure, streamlining access to quality publishers.

“ProNews is the natural evolution of our efforts over the past year, bringing together news publishers, agencies, and advertisers to solve the challenges associated with advertising on news and to drive revenue back into the category,” said Matt Prohaska, CEO & Principal, at Prohaska Consulting. “It started with our award-winning initiative The Rebranding of News. It is all about boosting direct revenue for the most important and respected publishers in the industry, and delivering the incomparable news audience to advertisers in those brand-safe environments, without the overuse and overblocking from brand safety technologies.”

ProNews will offer curated inventory in quality news content from a collection of premium publishers. The offering will enable buyers to complement single publisher ad buys with an array of top-tier, high quality news publishers in PG/PMP deals, and deliver their audience above the fray of the open auction. ProNews will use semantic and contextual filtering, plus publishers’ solutions for brand safety, including the publisher-driven blocking of inappropriate content.

“We’re excited by the opportunities that ProNews brings to the table,” said Stephani Estes, Chief Media Officer at Goodway Group. “We believe in the value of news audiences and their ability to drive results for our clients. Too much of the industry has taken an overly cautious approach to reaching this audience when it’s possible to do that in brand-safe environments. We think ProNews is a vehicle that can bring them back.”

The digital media industry has been awash in discussion and efforts to combat disinformation, support credible journalism, and address overzealous brand safety measures. This includes significant research published by the Internet Advertising Bureau (IAB), and leading global agency group Stagwell which point to news content creating a highly favorable environment for brands. Among the data points that support news as the place to be for advertisers:

• 94% of news consumers have a neutral or positive perception of brands advertising in quality news content. (2024 IAB News Survey)
• 88% of news consumers have a neutral or positive perception of brands advertising in quality serious/breaking news content (2024 IAB News Survey)
• Among GenZ, purchase intent for brands whose ads were placed next to articles on inflation and the U.S. economy was 66%.​ (2024 Stagwell, Future of News Study)

“Our partnership with ProNews reflects our shared commitment to supporting quality journalism,” said Andrew Casale, president and CEO of Index Exchange. “By leveraging our supply-side infrastructure, we are creating an environment where premium publishers can thrive, and marketers can confidently connect with trusted news audiences at scale.”

“We’re building a collective of the industry’s best publishers, offering the best audience, and clearly the best advertisers will gravitate there,” said Prohaska. “Everyone knows it’s a challenge for the industry to address, and we’re aiming to tackle it in the same way we solve problems for our clients. By using our collective experience and bringing partners together.”

Sales efforts will be led by Prohaska Consulting’s Magnify division, a custom-assembled team of industry veterans with extensive networks. For more information on ProNews, visit www.pronews.co.

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About Prohaska Consulting

Prohaska Consulting is an award-winning global digital consultancy that provides strategic advisory services to clients across the marketing technology landscape. Described by clients as “connectors, disruptors, and data leaders,” Team Prohaska has helped more than 600 companies (brands, publishers agencies, tech, trade groups, and more) grow revenue, create business opportunities, and increase operational effectiveness & efficiency. The company is globally headquartered in New York City, with more than 100 full-time, fractional, and active freelance teammates around the world. Learn more at www.prohaskaconsulting.com

About Index Exchange
Index Exchange is a global advertising supply-side platform enabling media owners to maximize the value of their content on any screen. We’re a proud industry pioneer with over 20 years of experience connecting leading experience makers with the world’s largest brands to ensure a quality experience for consumers. To learn more, visit: www.indexexchange.com

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Contact info:

For Prohaska Consulting:

Matt Prohaska
CEO & Principal
matt@prohaskaconsulting.com

Rich Ullman
CMO
rich@prohaskaconsulting.com