Multicultural publishers are under pressure to grow and scale their audience to remain competitive in an increasingly selective marketplace. To adapt, some publishers are turning to tools like AdGrid’s Audience Accelerator to activate first-party audiences across channels.
Mondelēz-owned Chips Ahoy! wants to be Gen Z’s cookie of choice, not a nostalgic snack pick. To this end, the brand is refining its targeting strategy to focus on behaviors, not demographics.
Brands that don’t invest in diverse media are missing out on revenue. “Audiences in those communities reward you for noticing them,” says Mark Walker, CEO of Direct Digital Holdings.
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.
Small mid-sized publishers often have trouble “getting connected into the programmatic ecosystem, says Mark Walker, the CEO and co-founder of ad tech and martech holding group Direct Digital Holdings. That’s why he founded the company in 2018, to help. Now, Direct Digital Holdings is a public company and its stock is popping.
Brands need to earn the right to advertise directly to the lesbian, gay, bisexual and transgender community. It’s a matter of credibility, said Albert Thompson, a digital strategist at multicultural marketing agency Walton Isaacson, in charge of the Lexus business. The car brand has a longstanding relationship with LGBT media company Q.Digital, the parent to […]
