Commentary
Why Diverse Data Is As Critical As Diverse Media For Multicultural Audiences
- by Mario Carrasco , Op-Ed Contributor, February 9, 2025
U.S. consumer demographics are shifting, with multicultural consumers projected to become the majority by 2050. These audiences drive population growth, influence cultural trends, and wield
significant buying power. For programmatic media buyers, it’s clear that effectively engaging multicultural consumers isn’t just an ethical choice—it’s a strategic business
imperative.
Yet, despite their importance, the tools we use to connect with these audiences often fall short. While the conversation around diverse media has gained traction,
it’s time we give equal weight to an often-overlooked counterpart—diverse data.
The State of Multicultural Media
From
Hispanic-focused streaming services to Black-owned publications, diverse media platforms have emerged as powerful channels to engage multicultural audiences. The industry’s push to invest in
diverse media is paying off, with more brands dedicating budgets to platforms that authentically reflect the communities they aim to reach. However, while media outlets are the vehicles, the data
fueling these campaigns often lacks the nuance necessary to drive authentic connections.
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Data Blind Spots in Multicultural Marketing
Let’s
address the elephant in the room: Not all data is created equal. Many programmatic campaigns rely on datasets that fail to capture the complexities of multicultural consumers. Generic datasets often
rely on outdated assumptions, grouping diverse communities into monolithic categories. For example, “Hispanic consumers” might be treated as a single entity, ignoring the rich diversity of
language preferences, generational differences, and cultural nuances within this group.
This lack of specificity leads to missed opportunities. Imagine a campaign targeting bilingual Millennials who seamlessly navigate between English and Spanish. Without granular data that identifies this segment, a brand risks delivering ads that feel irrelevant or, worse, alienating. These blind spots hinder campaign performance and the broader mission of building trust with multicultural audiences.
The Role of Zero-Party Data
So,
how do we address these blind spots? The answer lies in diverse data, specifically privacy-compliant data rooted in authenticity. Zero-party data—information willingly shared by consumers
through surveys, quizzes, or direct interactions—is a game changer. Unlike inferred or third-party data, zero-party data offers insights directly from the source.
For
programmatic buyers, this means the ability to create audience segments that go beyond basic demographics, such as identifying African American homeowners interested in sustainability or LGBTQ+
families seeking inclusive financial services. Programmatic campaigns can achieve greater precision and resonance by starting with strong seed data, ensuring that every impression counts.
Connecting Planning and Activation
One of the greatest challenges in programmatic media buying has been bridging the gap between planning and activation.
Survey data has traditionally been used for planning purposes, such as shaping strategy and identifying key segments. However, this data often gets lost in translation when it comes time to activate
campaigns.
Diverse data addresses this concern by enabling seamless integration with demand-side platforms (DSPs). For instance, a campaign targeting first-time Latino homebuyers
can move from a strategic idea to an activated campaign with minimal friction. This end-to-end connection ensures that the data guiding your strategy is the same data driving your
execution.
Connected TV and Diverse Data
As Connected TV (CTV) expands, so does the need for diverse data. CTV offers unparalleled opportunities
to reach audiences in a highly engaging format, but its effectiveness hinges on accurate targeting. By leveraging diverse data, ads are more likely to resonate with multicultural viewers because they
align with their values and identities, driving deeper engagement and maximizing ROI.
The same principle applies across all digital channels, from display to social. Programmatic
media buyers have the tools to layer diverse data onto existing programmatic pipes, enabling campaigns that are not only scalable but also deeply resonant.
The Path
Forward
As programmatic media buyers, we have an opportunity—and a responsibility—to push the industry forward. Investing in diverse data is not just a tactical
decision, it’s a strategic one. We must ensure that the stories we tell through media reflect the realities of the audiences we serve. By aligning our media strategies with the growing demand
for authenticity in advertising, we can drive growth that benefits both brands and consumers.
3 comments about "Why Diverse Data Is As Critical As Diverse Media For Multicultural Audiences".
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Let’s start with the central claim: that engaging multicultural consumers through programmatic media is not just ethical but a strategic business imperative. That sounds good on paper, but let’s be real—business strategy isn’t about ethics. It’s about ROI. Companies spend money where they see results, and the idea that brands must engage in multicultural marketing as a moral obligation is more of a marketing pitch than a business truth. If it drives revenue, great. If it doesn’t, businesses move on, no matter how “authentic” it feels.
The argument pivots to data, claiming that most programmatic campaigns rely on outdated, generic datasets that lump people together. Sure, there are lazy data sets out there, but the idea that the entire industry is stumbling because it doesn’t have enough “diverse data” is a stretch. Advertisers don’t need hyper-specific labels to be effective—they need performance metrics. Does the ad convert or not? That’s the question. If a generic dataset leads to profitable outcomes, brands will use it every time over some expensive “nuanced” alternative.
The piece also pushes the importance of zero-party data, claiming it’s a “game changer.” In theory, yes—getting data straight from consumers sounds ideal. But in reality? It’s limited. People aren’t lining up to fill out surveys about their cultural identity for the sake of better ads. The scale isn’t there, and the quality varies wildly. Plus, most of this data is self-reported, which means it’s biased, incomplete, and often inaccurate. Not exactly the goldmine it’s made out to be.
Then there’s the argument that diverse data “bridges the gap” between strategy and activation. This is just buzzword filler. The gap isn’t about data; it’s about execution. Good campaigns succeed because of smart creative, strong messaging, and effective targeting—not because someone figured out that a certain group prefers eco-friendly laundry detergent. Overcomplicating it with “seamless integration with DSPs” sounds impressive, but it’s not fixing the actual problem: bad ads don’t convert, no matter how much data you throw at them.
Lastly, the piece wraps up with the usual emotional appeal: the responsibility to push the industry forward with authentic stories. But advertising isn’t about telling authentic stories; it’s about selling products. If authenticity helps, great. If not, brands will happily stick with what works, whether that’s a heartfelt cultural narrative or a dancing mascot.
Bottom line: The pitch for “diverse data” sounds noble, but in practice, it’s more about selling new data products than solving real marketing problems.
John, thanks for engaging. Let’s break this down:
1. “Business strategy isn’t about ethics, it’s about ROI.”
Agreed—ROI drives decisions. But diverse media and data do deliver results. McKinsey, Nielsen, and ANA studies show brands investing in multicultural marketing outperform those that don’t. Diverse data isn’t about ethics—it’s about reaching the right consumers effectively and driving better performance.
2. “Advertisers don’t need hyper-specific labels; they need performance metrics.”
If broad targeting worked best, every brand would use it. Instead, companies like McDonald's and Netflix succeed by leveraging audience insights to create culturally relevant campaigns. Assuming all Hispanic consumers are the same is like assuming all Gen Zers behave alike—lazy marketing that wastes ad spend.
3. “Zero-party data is limited and biased.”
First-party and zero-party data are the future of digital marketing (see Google’s Privacy Sandbox, Meta’s shift away from third-party cookies). No data set is perfect, but self-reported data validated with behavioral insights beats outdated third-party models. Consumers engage more when ads reflect their actual interests.
4. “The gap isn’t about data; it’s about execution.”
Execution matters, but bad data leads to bad execution. If your DSP relies on weak audience data, your campaign fails before it starts. Great creative without great targeting is wasted budget. Data ensures the right message reaches the right consumer at the right time.
5. “Advertising is about selling, not authenticity.”
Tell that to brands like McDonald's and Netflix, who profit by understanding their audience. Consumers reward brands that speak to them authentically, and diverse data makes that possible.
Bottom line? Diverse data isn’t a buzzword—it’s a performance driver. Advertisers who use it outperform those who don’t. Appreciate the skepticism, but the market has already spoken.
Throwing around names like McKinsey, Nielsen, and ANA sounds impressive, but let’s be real—just because a study says something doesn’t make it an absolute truth. These reports often confirm what people already want to believe, and they’re usually funded by companies with a vested interest in the outcome. Sure, brands investing in multicultural marketing might be performing well, but is that because of the marketing or because they’re already big brands with deep pockets doing a ton of things right? Correlation isn’t causation, no matter how fancy the report looks.
If broad targeting didn’t work, why do the biggest brands still rely on it? McDonald’s doesn’t survive by hyper-targeting niche audiences. They blast their message everywhere because their goal is to reach as many people as possible. Same with Netflix. They aren’t successful because they’ve cracked some secret code of cultural relevance. They throw out a ton of content, and some of it sticks. It’s more about volume than some perfectly crafted audience segmentation.
As for zero-party data being the “future,” let’s not get carried away. Yeah, with third-party cookies going away, marketers are scrambling for alternatives, but that doesn’t automatically make zero-party data the holy grail. People aren’t exactly spilling their deepest, most honest preferences in surveys. They click random answers to get through a quiz or get a discount. Behavior speaks louder than words, and what people do is way more telling than what they claim they like.
The argument that bad data leads to bad execution is pretty obvious—kind of like saying, “Bad ingredients make bad food.” Sure, but even with the best ingredients, a bad chef will still mess up the dish. Data helps, but it’s not the end-all-be-all. You still need creative ideas, good timing, and honestly, a little bit of luck. Some of the worst-performing ads have had perfect targeting; they just didn’t resonate.
And let’s talk about this idea that consumers “reward brands that speak to them authentically.” Sometimes, yeah. But other times, people just want whatever’s cheap, convenient, or available. No one’s forming a deep emotional bond over a bottle of dish soap. We love to think every purchase is part of some meaningful connection with a brand, but honestly, most people are just buying what’s on sale.
Bottom line? Diverse data isn’t useless, but it’s not the magic key to marketing success either. It’s just another tool in the box. Good products, smart strategies, and solid execution will always matter more than chasing the next big data trend. The market isn’t some wise judge handing down verdicts—it’s just a bunch of brands trying different things to see what sticks.