New York, May 10, 2023 — Insight Media Labs (IML) today announced the launch of NewsDriver, a programmatic advertising platform built to extend the reach of press releases and PR pitches beyond earned media placement.
Most press releases and story pitches never get picked up by the outlets they're sent to, leaving the story untold no matter how strong the news. NewsDriver addresses that gap directly, turning a release or pitch into a paid placement on premium publisher sites so the story reaches readers even without a journalist's byline.
How NewsDriver Works
NewsDriver creatives are built using IML's proprietary SODA (Social Open Display Ads) format, designed to read like a native social post rather than a traditional banner ad.
Once a client's release or pitch is submitted, IML builds the creative for review and approval, then places it across more than 20 top-tier news and business sites, including The New York Times, The Wall Street Journal, and Bloomberg. Each placement runs for 15 or more days and is backed by a minimum reader-reach guarantee, with analytics reporting on audience demographics and engagement.
What We're Saying
"PR teams pitch stories every day that never see daylight, not because the story isn't good, but because press coverage isn't guaranteed. NewsDriver gives PR and comms teams a way to make sure the story gets in front of readers regardless of whether an editor says yes." — Tom Becktold, CMO & Co-Founder
"We built NewsDriver the same way we build everything at IML: solve a real problem practitioners face, using technology we own rather than reselling someone else's platform." — Peter Brand, CEO & Founder
Available Now
NewsDriver is available now. Clients can select target publications, build creative using IML's SODA builder tool, and launch a campaign in days.