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Historically, the media have perpetuated discrimination against minorities in society.
To eliminate bias in digital advertising, Publicis Media has created a marketplace so that the clients of the three media agencies that make it up can reach the target.
And plan your campaigns inclusively, without falling into negative stereotypes.
Minorities often go unnoticed in society, in many parts of the world, they can be victims of serious human rights violations, violence, conflicts and/or persecution; however, digital advertising is prioritizing reaching these communities, Publis Media presented a marketplace of programmatic advertising to reach customers to reach said target and help them plan their campaigns in inclusive media.
This, with the aim of connecting with underrepresented communities on a regular basis and not just on one-off dates, said Azad Ali, Director of Performance Insights at Spark Foundry.
“It will bring authenticity to media plans and have more impact in these communities,” he said regarding the new marketplace.
Since ancient times, discrimination and racism are expressed through content and stereotypes are inherited from generation to generation and/or apprehended in the media.
On many occasions, advertising has been part of the game of perpetuating violence against minorities, since it promotes images far from reality, generating discriminatory prejudices.
According to Rita Bosaho Gori, a Spanish activist and politician, “the media are creators of social imaginaries, they are ideological machines that invent and represent ghosts by which people’s psyches are guided.”
Speaking of ethnic/racial communities, the General Director for Equal Treatment and Ethnic Racial Diversity of Spain believes that the media encourage the crystallization of social prejudices.
Publicis Media launches marketplace
The new marketplace It bears the name of Diverse & Inclusive Media Exchange (DIME) and will offer two types of service to the three media agencies that make up Publis Media.
Through the marketplace, Spark Foundry, Starcom and Zenith will be able to access media that targets underrepresented communities. Access would be nothing without the alliance that the multinational company made with Brand Advance, the network made up of more than 500 media outlets aimed at underrepresented groups such as: people with disabilities, ethnic groups, elderly consumers or the LGBTI+ community.
Also through an alliance with NewsGuard, advertising will be placed that represents the communities without highlighting negative stereotypes and with BrandGuard the information will be placed in safe environments.
In this regard, Steven Brill, co-CEO of NewsGuard assured that DIME will allow quality news outlets to serve the interests of underrepresented communities.
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