Tracking Success – "In - Progress Action"
The #1 way marketers are tracking success is solely through spend
tracking . i.e. Is the money that was budgeted for DE&I being utilized?
Identifying Parameters – "Goal Setting"
Marketers are more likely to identify their DE&I audience and content
possibilities prior to spend commitments.
Determining Impact – "Goal Achievement"
In regards to how efficient/impactful their DE&I dollar were, marketers look
for general engagement and reach as the largest factors.
There needs to be deeper insights to measure success of these budgets
beyond ROI; It needs to be more than just a 'line - item'.
Impact should be that marketers better understand the movement of their
brands relationship with their diverse target. (i.e. positive perception,
brand favorability, etc.)
Tracking Spend May Not Be
Enough to See Success
F I N D I N G S
T A K E A W A Y S
TripleLift Proprietary Study "State of DE&I Commitments in Programmatic Advertising" DE&I committed Marketers N=200, DOM Publ ish ers N=100
Identifying
Parameters
Tracking
Success
Determining
Impact
Decision Flow of DE&I Budgets
