GroupM, owned by WPP, recently created the GroupM Multicultural Marketplace in the United States. The GroupM Multicultural Marketplace was created in order to increase the efforts related to diverse media advertising. As part of the initiative, the company created a 20-point system with five categories that will assess a publishes eligibility. Eligibility points include traffic and targeting, relevant content, recently produced content, privacy, ad rendering, as well as ownership.
The marketplace features approximately 300 Black and Hispanic-owned publishing organizations. Prospective advertisers can use the marketplace to showcase content that is created by those publishing organizations.
Susan Schiekofer, the chief digital investment officer for GroupM, released a statement about the new marketplace, “The current and future marketplace demands an accountable, accessible-now, and focused investment strategy that better balances efficiency, engagement and effectiveness in reaching the Black and Hispanic communities."
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