Just weeks after parent GroupM launched a multicultural marketplace, its Mindshare unit has launched a programmatic private marketplace (PMP) for trading digital audiences offered by publishers focused on the Black community.
The move was announced today in conjunction with Mindshare client Kimberly-Clark’s U by Kotex brand.
Mindshare calls the platforms “inclusion PMPs” and has created them as a solution to general programmatic marketplace platforms that can indirectly create biases against the publishers and their audiences participating in broad-based trading.
Mindshare said its Black community PMP is launching with 25 publishers spanning digital, audio, and video across the U.S.
"Working in media for eight years, I've always been passionate about ‘inclusivity’ over just ‘diversity,’ because the latter creates a silo, an unawareness of different cultures and communities,” states Sherine Patrick, manager of digital investment for Mindshare USA, who is leading the PMP’s launch.
“The goal of this PMP is to help tell and amplify Black stories and voices across journalism and the arts, and to drive real inclusivity in media,” she adds. “Supporting these publishers with ad dollars is critical to that.”