# Multicultural Advertising Initiatives GroupM Created a Multicultural Marketplace with Publishers By Daniel Johnson | Published 2020-07-13 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/multicultural-marketplace References: [marketingdive](https://www.marketingdive.com/news/wpps-groupm-launches-multicultural-marketplace-with-300-vetted-publishers/581198/) & [groupm](https://www.groupm.com/newsroom/groupm-launches-multicultural-marketplace-in-the-united-states-with-300-publishers/) GroupM, owned by [WPP](https://www.trendhunter.com/trends/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](https://www.trendhunter.com/trends/goodbrand-impact). 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](https://www.trendhunter.com/trends/ai-image-generator). 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." Image Credit: Flickr ## Trend Insights (Trend Hunter) - Score: 2.9/10 - Popularity: 41% | Activity: 38% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) ## Key Themes ### What's Driving This Trend - **Multicultural Advertising Marketplace:** Creating a marketplace for multicultural advertising can increase accessibility and effectiveness in reaching diverse communities. - **Publishing Diversity Assessment:** Creating a points system to assess diversity eligibility of publishing organizations can improve accountability and encourage diverse media advertising. - **Minority-focused Content Marketing:** Showcasing content created by Black and Hispanic-owned publishing organizations can increase engagement and reach with diverse audiences. ### Who This Affects Most - **Advertising:** Creating a marketplace for multicultural advertising can disrupt traditional advertising methods and unlock opportunities for reaching new audiences. - **Digital Media:** Developing a points system to assess diversity eligibility of publishing organizations can encourage representation and diversity in digital media publishing. - **Publishing:** Showcasing diverse content created by Black and Hispanic-owned publishing organizations can create new pathways for promoting minority-focused content. ## Related on Trend Hunter - [Airport Retail Media Networks](https://www.trendhunter.com/trends/whsmith-north-america.md) - [Digital Diversified Beverage Programs](https://www.trendhunter.com/trends/diverse-powered-brands.md) - [Expansive Inclusivity Initiatives](https://www.trendhunter.com/trends/boathouse-group.md) - [Youth Metaverse Advertising Initiatives](https://www.trendhunter.com/trends/roblox-pubmatic.md) - [Specialized Ethical Commerce Platforms](https://www.trendhunter.com/trends/ethical-commerce-platform.md) - [Cultural Power Assessment Tools](https://www.trendhunter.com/trends/cultural-power-index.md) - [Retail Marketing Advancements](https://www.trendhunter.com/trends/programmatic-targeting-solution.md) - [Cultural AI Platforms](https://www.trendhunter.com/trends/empwrd.md) - [All-in-One Digital Dining Marketplaces](https://www.trendhunter.com/trends/opentable-marketplace.md)