Despite good intentions, the ad industry still has a misconception that Black-owned media can’t scale, says Justin Barton, SVP of digital strategy and partnerships at Black Enterprise.
The BOMESI Collective, which includes 50 Black-owned publishers, is now integrated with Concert, Vox Media’s supply-side platform.
Multicultural markets are the single biggest growth opportunity for the media and advertising industry. At least according to Marc Pritchard, chief brand officer of Procter & Gamble, speaking at the Association of National Advertisers’ (ANA) Masters of Marketing Summit in Orlando, Florida, this Wednesday. The industry needs to step up not just because it’s the right thing to do, he said, but because multicultural markets could be “the economic growth driver for decades to come.”
To help programmatic ad dollars flow more easily to Black-owned publishers, Procter & Gamble builds multicultural audience segments and shares them with The Trade Desk to power private marketplace deals. “We’re looking at all of the broken pipes within the programmatic ecosystem, and we’re making things along the way that promote inclusivity,” P&G’s Eric Austin told attendees of AdExchanger’s Programmatic I/O conference in Las Vegas earlier this week.
Polaris, one of only several Black-owned TV networks, debuted in October on VIZIO’s streaming service, WatchFree Plus. Originally launched as a media outlet for BIPOC creators by former MTV exec Rahman Dukes, Polaris’s goal is bridging the gap between “old-school” entertainment and content with “new-school” digital signals and connectivity.
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Damian Benders, general manager of B Code Media. The world’s commitment to addressing social injustice has been magnified and reinvigorated. After the movement gained massive momentum in the past year, more advertisers acknowledged the […]
