More Effective,
High Utilization
More Effective,
Low Utilization
Less Effective,
Low Utilization
Programmatic OE
Programmatic SSP
Programmatic DSP
Partners / Pub Networks
Content Creators
PMP– 1:many
PMP– 1:many
Content Creators
PMP- 1:1
PMP- 1:1
Direct IO
Individual Pubs
Individual Pubs
Prog. Guaranteed
Prog. Guaranteed
Diverse Supplier
Database
Diverse Supplier
Database
PMP- 1:1
Programmatic OE
Partners / Pub
Networks
Direct IO
Industry Lists
20%
10%
0
6
7
8
Less Effective,
High Utilization
Programmatic Seen as the
Most Effective and
Utilized Way to Buy & Sell
Diverse-owned Media
While programmatic methods are the most
commonly used and recognized as effective, direct
collaboration with individual publishers is still seen
by both marketers and publishers as highly
effective. However, due to its inefficiency, this
approach is less utilized.
Q. 22 – 35 "You selected "[X]", how effective is this method in reaching your digital advertising goals as they pertain to DE&I dedicated spend?"
Q. 53 – 65 "You selected "[X]", how effective is this method in monetizing, distributing, and scaling your inventory?"
TripleLift Proprietary Study "State of DE&I Commitments in Programmatic Advertising" DE&I committed Marketers N=200, DOM Publishers N=100
F I N D I N G S
T A K E A W A Y S
Effectiveness X Utility, Buying & Selling Diverse-Owned Media (DOM)
Marketers Publishers
Effectiveness (out of 10)
Utilization
(out
of
100%)
To capitalize on programmatic efficiency while preserving
the unique voice of each publisher, Ad Tech must
innovate and educate the industry about solutions that
strike a balance, such as Private Marketplaces (PMPs),
Programmatic Guaranteed, and Contextual Targeting.
