As Marketers Seek Diverse-Owned Media Buys, Some Dollars Directed To Unwanted Sites

Sept. 14, 2023 6:00 am ET

Some marketers in recent years have promised to spend more of their ad budgets on media properties, including websites, with minority, LGBTQ or female owners, among other groups. Photo: Dominic Lipinski/Zuma Press

Marketers paying to programmatically advertise on websites and apps with minority, LGBTQ and women owners should be able to find enough space to meet their diverse-owned media spending goals, which have been on the rise in recent years as brands up their commitments to diversity, equity and inclusion efforts.

But marketers should also be wary of who they work with to place those ads, to avoid having ads end up running in unwanted places, including sites that buy much of their traffic, according to a new report from Jounce Media.

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