Google is adding a new way to help support minority-owned publishers by adding the capacity to select ad placements on Latino and Women-owned publisher websites for Display and Video 360 campaigns. Representing a surprisingly large portion of the market, Latino, along with women-owned businesses, as a whole, make up for well over 34% of the total market share in the US, marking a significant opportunity for growth if properly tapped.

Google Care Package 

The new options will expand upon Google’s multicultural inventory indicators, which it added for Black-owned publishers last year, and will provide more capacity for marketers to give more focus to minority-owned outlets.

As Google explains:

“When accessing Marketplace, you can find inventory packages with attributes that feature inventory from Latino- and Women-owned publishers. We use those same attributes to make it easier to discover publishers owned by individuals from these communities, so you can add these properties to your media plans.”

So now, when looking through the various auction packages available for ad placement, you should see these three icons on selected units. The three distinct markers denote the very groups they’re meant to represent: Black, Latino, or Women-owned.

Again, the feature provides more ways for advertisers to support multicultural publishers, ensuring that they have more control over placement and bidding in this context. In pretty much the same way it helped Black-owned publishers better establish themselves on the ad placement scene, Google is doing the same, but this time for Latino and Women publishing owners, improving Google’s overall multicultural scope when it comes to more equalized digital ad opportunities.

With most media websites supported by advertising, having the capacity to invest in broader, more diverse sets of voices also helps ensure that support is more equally distributed online.

The Wrap

Google must maintain a perspective of both equality and equity, especially now that it stands to be one of the, if not the biggest digital advertiser to date. Google’s scale and reach are huge, which is not surprising since it is the most visited website in the world, not to mention the owner of the #1 video platform YouTube. The amount of influence Google can add to smaller, underrepresented groups can prove vital in their efforts to gain a better ad foothold.

As mentioned, the new indicators will be available in your Display and Video 360 auction packages. Since these are new additions, it’ll take some time before their effectiveness can accurately be gauged. Hopefully, the results get better after a year’s implementation.

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Sources 

https://bit.ly/3iuzsWo