New Ways to Support Multicultural Publishers in Display & Video 360
Introduction
Recently, marketers have asked us how they can support multicultural publishers, including those owned by members of Black and Latinx communities. For example, the GroupM team shared that they are excited to drive change in this area. Gonzalo del Fa, President of GroupM Multicultural, said, “We have seen a lot of interest from marketers who want to be more inclusive in their advertising budgets. But it is difficult to discover and engage with multicultural publishers. At GroupM, we have made supporting content created by these communities a priority, and we are always looking for new ways to enhance that support.”
Supporting Multicultural Publishers in Display & Video 360
As part of Google’s commitment to supporting publishers owned by members of Black and Latinx communities, we are introducing new ways for marketers to discover and support a greater diversity of publishers in the Display & Video 360 marketplace. First, when accessing the marketplace, you will soon find auction packages with a clear indicator that they contain inventory from multicultural publishers. In collaboration with our partners in the Display & Video 360 exchange, these publishers have identified themselves as members of multicultural communities and chosen to participate in this program. Secondly, we will use the same indicators to facilitate the discovery of inventory in the marketplace that is owned by members of multicultural communities so that you can easily identify and add such inventory to your media plans.
Our Commitment to Not Target Ads Based on Categories
As always, Display & Video 360 does not allow advertisers to target ads based on categories such as race, religion, ethnicity, or sexual orientation, according to our policies, and this program does not change anything in that regard. Rather, these new features simply help marketers who wish to support businesses owned by identified multicultural members find such inventories.
Discovering Auction Packages and Inventory from Black Publishers
We will begin rolling out these changes in the coming weeks for advertisers in the United States, starting with highlighting Black publishers, and we will soon expand to include additional groups. For publishers owned by members of the Black community, we are working with the following exchanges to highlight this inventory in Display & Video 360: Google Ad Manager, GumGum, Kargo, Magnite, MoPub, PubMatic, TripleLift, Verizon Media, Xandr, and Yieldmo. As we expand this effort to highlight multiple cultural groups, we will continue to explore new ways to allow marketers to support content from a diverse range of publishers.
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