Undertone, a leader in digital advertising who combines a curated publisher network, AI-driven synchronization and award-winning creative in a single platform, today announced a significant advancement in the fragmented and inefficient CBD advertising marketplace.
While the CBD category is large and growing – estimated to be a $1.3 billion market by 2022 – and hemp-derived CBD has been federally legal since 2018, the opportunity for entrepreneurs and larger companies to build their brands has been limited by a virtual shutdown of social channels, a patchwork of publishers, and rapidly changing regulations.
Undertone has officially announced that they are here to help– extending their high impact advertising capabilities to CBD brands, both topical & ingestible– powered by their CBD-ready publisher network, proprietary formats and in-house creative team. Undertone’s network is comprised of over 175 publishers in total, reaching an audience of 200MM potential consumers over the age of 21. For the first time, Undertone is enabling CBD advertisers to utilize high impact digital advertising & social influencers—both delivered and backed by data to ensure legal compliances– to safely deliver brand KPIs.
“CBD is an exciting, high-growth industry, one with great consumer engagement, passionate entrepreneurs and a long-term favorable regulatory environment” said Daniel Aks, President, Undertone. “We have spent a significant amount of time building and curating our network, scrupulously following the required governance and compliance, and creating what we believe is the premier media platform in the digital CBD marketplace.”
Undertone is placing the utmost importance on adhering to all rules and regulations around this offering, and will be following the below:
- Advertised CBD must be derived from hemp, not marijuana, and must contain less than 0.3 percent THC.
- No advertising to minors
- Products can be topical or ingestible, but creative cannot make any claims – with some exceptions for the beauty industry, if scientifically supported – and all advertising must be approved by Undertone
- No advertising in Idaho, Nebraska and Virginia due to state restrictions; ongoing state-by-state reviews will be conducted to assure compliance