Over the past year, there has been an increased impetus from the ad industry to support diverse suppliers. The purpose of this guidance is to help buyers (agencies and marketers) and diverse media suppliers improve their ways of working together. This work was created by a cross-industry collaboration. The 4As, the ANA, and AIMM, with input from our respective members, drafted the initial guidelines. We then reached out to diverse suppliers for input and improvement. While this guidance has been developed with diverse media suppliers specifically in mind, much of it is also relevant for diverse suppliers in marketing/advertising overall.
Areas covered include:
- Marketer supplier portals
- Certification
- Procurement’s perspective on spend
- Payment terms
- Curating case studies
- Requesting feedback
There are now two complementary sets of guidelines:
- For Buyers (Agencies and Marketers) When Doing Business with Diverse Media Suppliers was released in May
- For Diverse Media Suppliers When Doing Business with Buyers (Agencies and Marketers)
Related Resources
Guidance
A Guide to Driving Business Growth by Leveraging Inclusive Suppliers Within the Programmatic Ecosystem
To address gaps in access, measurement and scale, the ANA and 4As convened a task force of advertisers and agencies across the programmatic ecosystem. This guide distills their findings into practical steps marketers can implement now.
Filling the Gaps: How Synthetic Data is Reshaping the Marketing Landscape
Developed in collaboration between the 4As and Arima, this paper brings together industry perspective and emerging technology to address one of marketing’s most pressing data challenges.
Guidance, Paper, Report
Unlocking Neurodiversity: A creative advantage
The 4As partnered with Understood.org and Havas on a study on neurodiversity and its impact on creativity in…
