Online ad inventory is as controversial as ever. Is it finite or infinite? Does remnant stock exist in a market that operates without physical inventory? And so on, and so on, ad infinitum, heh.

But while the remnant debate rages, consider this: 'Unsold inventory' is actually an opportunity to deliver unmonetized value to a media property's readership.

In continuing this theme of finding alternative uses for our resources, we're announcing a launch partnership with Publishers with a Purpose. PWP is an organized pledge by multiple online publishers to donate 5% of advertising space to promote organizations for social good. Gawker Media will deliver tens of millions of impressions per month to further the reach of social causes.

We're particularly moved to support efforts for digital advancement like Creative Commons and the Electronic Frontier Foundation. These seminal online rights groups work to preserve and extend a digital landscape where information can travel uninhibited.

Sound worthwhile to you? Publisher reach and size are not barriers to participation, so head over to Publishers with a Purpose to join the effort.