London-based media consultant MediaSense has launched what it is calling and “end-to-end" Diversity, Equity & Inclusion (DE&I) audit service for advertisers.
The audit program, which aligns with the World Federation of Advertisers’ (WFA) "responsible media framework,” will identify key areas in the digital media supply chain where advertisers can improve diversity.
says its DEI audit will cover the entire media ecosystem including planning, data, technology and “all partners within the digital supply chain."
French pharmaceutical and healthcare company Sanofi is the first client to sign up for the new audit. MediaSense said it will work closely with Sanofi’s Consumer Healthcare Global Business Unit’s global media agency, Omnicom Media Group, to establish direct ad-tech stack access and gather data and insights to conduct the DE&I audit.
Prasad Ghag, Global Head Media, Digital & Strategic Planning at Sanofi said the firm is undertaking the new DEI audit “to better understand how effective we are in this area and create both a benchmark and framework for improvement.”
The audit is designed to answer questions such as:
Are an advertiser’s media campaigns reaching diverse audiences?
Does an advertiser’s media investment support diverse publishers and partners?
Can an advertiser improve diversity in their media ecosystem?