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P&G utilises the programmatic marketing strategy to spend more on black-owned media



P&G adopted the approach of programmatic marketing (use of programmes and software to automate ad management) to support diverse publishers and reach multicultural and racial audiences. P&G is working with its Trade Desk to help black-owned publishers reach a smooth programmatic ad dollar flow. P&G now owns 60 private marketplaces in The Trade Desk group, allowing the firm to reach numerous multicultural publishers. Beyond the programmatic marketing efforts, P&G is signing deals to support black-owned ad tech companies, for instance, The Trade Desk plugs in data from an SSP for multicultural publishers named Reset Digital.

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