P&G’s Programmatic Strategy To Become The Top Spender On Black-Owned Media
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.