Mediavine boosts programmatic ad spend on minority-owned inventory

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Ad management platform Mediavine has announced a “significant uptick” in programmatic ad sales for minority-owned inventory drawn from its network of some 8,300 independent publishers. The increase was seen following the onboarding of Colossus SSP in July.

Colossus is a custom supply side platform geared to delivering a highly diverse marketplace to advertisers. It focuses on connecting brand marketers with culturally specific audiences served by niche publishers (including Black, Hispanic, Asian, LGBTQ, and others). It also supports advertising to general audiences. The SSP is itself minority-owned.

Since being onboarded, Colossus has become one of Mediavine’s top ten monetization partners.

Why we care. “Marketing teams got away with this for a long time,” marketing consultant Tim Parkin told us. He was referring to the delivery of messages to mass, undifferentiated audiences. If they’re not just to be annoying background noise, ads need to deliver relevant messages to specific audiences — where those audiences are. Sometimes, that will mean engaging with minority audiences; and here’s an SSP designed to enable that.

This looks like an all-round winning strategy. Brands get to buy inventory from publishers with specific, niche audiences — in this case, minority audiences — and minority-owned publishers get rewarded too.

About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

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