At the beginning of February, advertising agency Reset Digital launched a new programmatic marketplace for the National Newspaper Publishers Association (NNPA), a trade organization that represents more than 200 Black-owned newspapers in the U.S., including the Sacramento Observer, The Philadelphia Tribune and the Dallas Examiner.

The goal of the marketplace was to connect large advertisers like Procter & Gamble and Verizon with publications that hadn’t been equipped to run national programmatic ad campaigns, which ultimately led them to miss out on critical revenue.

On the latest episode of the Digiday Podcast, Reset Digital’s CEO Charles Cantu said that this collaboration with the NNPA went beyond the creation of a marketplace, to provide these news publications with the tech stacks necessary to run ads, as well as teach them how to sustainably build their online audiences.