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MediaMath Expands Purpose Driven Advertising Initiative; Champions Multicultural Media via Curated Marketplace
Liz Unamo| 25 de febrero de 2021
MediaMath
MediaMath announced the expansion of its Purpose-Driven Advertising initiative via its Multicultural Marketplace. The Marketplace is designed to activate advertising spends on nearly 1,000 multicultural publishers that are either owned by or focused on building content for People of Color. The Marketplace has enabled brands and publishers such as Penguin Random House to champion diversity and align their marketing with their values.”We have to ensure that the advertising we place reflects our values,” said Dawn Valandra, Director of Ecosystems Solutions at MediaMath. “We value these voices and these stories. We want high-quality content coming out of minority communities to thrive on the advertising-supported open internet. That isn’t going to happen by accident or without intent.”Penguin Random House has joined MediaMath in its mission to empower brands to reach diverse audiences, support minority publishers, preserve the open internet and reward quality content with journalistic standards through Purpose-Driven Advertising. In addition, a Fortune 100 B2B company leveraged the Marketplace to drive bottom-line results. With quick activation of the company’s ad spend within the Marketplace, MediaMath enabled the brand to invest more than $500,000 in minority businesses, while also improving their ad campaign’s performance. The targeting capabilities of the Marketplace decreased the company’s CPM by 26 percent and increased the efficiency of their CPA by 13 percent. “The Multicultural Marketplace platform provides a valuable way for organizations to support and connect with minority communities. We recognize the importance of diversity in our books and authors, and the Marketplace helps us reach the right audiences efficiently and effectively to drive best-in-class multicultural marketing campaigns,” said Anthony Key, Multicultural Marketing Director of Penguin Random House. “We plan to leverage the Multicultural Marketplace more in the future as MediaMath continues to foster a digital ecosystem built by Purpose-Driven Advertising.”
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