Tegna outlines local-content strategy at NewFronts

Tegna offered a pitch to advertisers Tuesday at IAB 2021 NewFronts that amounted to: Trust us, because our viewers already do.

The Tysons Corner, Va., firm—among the first-time presenters at IAB’s annual gathering—emphasized how its local roots intertwined with a renewed interest among Americans in their local communities.

Then John Vilade, head of sales and vice president at Tegna’s subsidiary Premion, touted that operation’s role as a department of defense against ad fraud.

“In today’s media marketplace, trust is critical, which is why our focus remains on brand-safe, high-quality premium inventory at all times—and no use of open exchanges,” he said. Vilade pointed to Premion’s certification against ad fraud by the Trustworthy Accountability Group (a recognition bestowed by that industry group in November 2020) as “a validation of our strategy of directly sourcing inventory from premium publishers and using cutting-edge anti-fraud technology.”

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