NewsPassID's mission is to elevate local media's standing in the digital ecosystem and create a more scalable, privacy-compliant way to directly connect  brand marketers, advertising buyers, and consumers in diverse communities across the U.S.

NewsPassID is a joint venture between the Local Media Consortium, comprising 100+ local media companies in the U.S. and Canada, and Scott Cunningham, an experienced executive in advertising, publishing, and technology. Its aim is to optimize programmatic performance for both advertisers and local media entities.