Marketers need to assess their
brands' relationships with
publishers and effectively
measure their messaging impact
on diverse target audiences.
● Clearly communicate DEI objectives,
their sources, and the role publishers
play in achieving them.
● Collaborate with DEI - focused
programmatic partners who specialize
in targeting and measuring impact
within diverse audiences.
● Expand partnerships beyond individual
voices to incorporate multicultural
agencies, DSPs, SSPs, and diverse -
owned publisher collectives to source
for quality inventory at scale.
Publishers must demonstrate that
their value extends beyond
merely meeting diversity spend
goals to driving substantial
business outcomes through
unique audience engagement
● Highlight audience reach and
engagement.
● Educate marketers about unique value.
● Collaborate and build strategic
relationships with Adtech and Ad
management partners.
As an Industry, it's important to
establish standards that are
mutually beneficial for both
Marketers and Publishers to drive
scalable inventory.
● Educate marketers and publishers on
the advantages of programmatic
buying and how to implement it
without compromising content
integrity.
● Ensure publishers can manage their
content and ad space within
programmatic environments like PMPs
and Programmatic Guaranteed.
● Develop innovative methods to make
DOM inventory more accessible and
appealing to marketers while
maintaining high - quality and relevant
advertising.
Marketers
Publishers
Industry
Calls to Action for Success Moving Forward
