A Guide to Driving Business Growth by Leveraging Inclusive Suppliers Within the Programmatic Ecosystem

Programmatic now sits at the center of how brands reach audiences at scale. At the same time, research shows that diverse-owned and diverse-targeted media outperform the general market on purchase intent, brand recommendation and intent to seek more information. 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.

What’s inside

1. A definition of inclusive suppliers and their role in programmatic buying
2. Findings from industry surveys on barriers including budget constraints and ROI measurement challenges
3. Guidance on ownership verification options: supplier databases, third-party certification and self-attestation
4. A framework for setting goals and KPIs tied to business outcomes
5. Programmatic buying strategies including PG deals, PMPs and open exchange
6. Recommendations to address brand safety settings, keyword blocking, MFA classification and AI or algorithmic inaccuracies
7. Checklists for marketers and publishers to support execution and accountability

What you’ll gain

1. A structured approach to increasing investment with inclusive suppliers
2. Clear measurement considerations to align supplier strategy with business goals
3. Practical ways to reduce unintentional exclusion in programmatic systems
4. Tactics to improve collaboration between advertisers and publishers
5. Steps to scale inclusive supplier participation within existing workflows

Download the guide to operationalize inclusive supplier strategy within your programmatic investment.