Revry to launch LGBTQ+ ad network

The network—which the minority-certified company will launch in the third quarter—will feature three tiers: LGBTQ+ Prime, LGBTQ+ Premium and Ally Plus.

LGBTQ+ Prime will utilize Revry’s first-party data to serve ads to households consuming the streamer’s content. LGBTQ+ Premium will lend Revry’s first-party data to advertisers seeking its LGBTQ+ audience on external platforms. And Ally Plus will allow advertisers to reach any audience across numerous platforms utilizing the minority-owned ad network, which “will satisfy diversity budget spend requirements,” according to a press release.

Revry Co-Founder and CEO Damian Pelliccione said that advertiser investment in LGBTQ+ media partners is on an upward trend and that continuing to invest in the queer community has huge potential for advertisers as it’s inherently intersectional. “We're not one race. We're not one gender. We're not one sexual orientation. We're not one language,” they said.

“It’s one thing to give to a charity, but it’s another thing to help a diverse-owned and operated, for-profit business because that’s what creates future generational wealth,” said Pelliccione. “That’s what creates future opportunities for minorities who didn’t have that opportunity or weren’t born into it.”

While Revry declined to name with which programmers it will be able to place inventory, Pelliccione said PrismRiot will have 10 major partners in the CTV space, five small LGBTQ+-targeted programmers and teased a few partners “in the dating app world … that we’re in negotiations with right now.”

Pelliccione also said that advertisers will be able to select the platforms on which they place creative to satisfy any brand safety guidelines.

The ad network will initially reach more than 110 million U.S. households, according to Revry. Pelliccione added that the goal is to “be hitting a billion monthly ad requests through our partners” in the product’s first three months.

Pelliccione said the Revry team came up with the name PrismRiot because “when you're looking at like other names of other ad networks, there’s nothing that really jumps out at you or that gets you excited.”

But more than that, the name is a combination of ideas: that light through a prism brings color to the gray, and that the LGBTQ+ community “disrupts the status quo—everything is a riot.”