Colossus SSP

Colossus SSP, a DEI-focused supply-side platform owned by Direct Digital Holdings (DDH), is the subject of Adalytics’ latest report released Friday. It’s a doozy.

Orange142 focused on reaching people with an interest in the Black community in its recent campaign for ATL Unguided, Atlanta’s Black travel guide from the Atlanta Convention & Visitors Bureau.

“There is no scale in multicultural media.” Lashawnda Goffin, CEO of Colossus SSP, has heard that statement many times – and it simply isn’t true. Yet the misperception persists, in part because of problematic programmatic practices.

In addition to establishing another pipe for programmatic demand, Colossus SSP will add SHE Media’s network of minority- and woman-owned publishing brands to its own minority-focused PMPs.

DEI is increasingly coming under scrutiny from activists and politicians. But some minority-owned and -targeted media and advertising businesses are thriving despite the increasingly fraught atmosphere around DEI initiatives.

SSPs including PubMatic, Magnite and Wunderkind are moving ahead with plans to recoup revenue paid to publishers from deals conducted on MediaMath’s DSP

Hardly a week goes by without a marketer or an investor declaring their interest in committing more support to minority-owned media. But the timing is unfortunate, writes Lashawnda Goffin, CEO of Colossus SSP. Just as brands are ready to shift more dollars toward minority audiences and publications, the death of third-party cookies is making those audiences harder to zero-in on.