The Death of DEI in Advertising? Why Diversity Still Matters

Over the past few years, brands have invested heavily in DEI initiatives, from corporate pledges to advertising commitments to engage multicultural consumers. However, in 2025 and beyond, many companies are scaling back or eliminating these efforts. 

Does this mean that diversity in advertising no longer matters? Absolutely not.

At DXKulture, we believe that the next phase of diversity in advertising must go beyond performative checkboxes and into real, data-driven solutions that engage consumers authentically. Here’s why diversity in media buying is critical for success and how brands can do it better in 2025.

Why Traditional DEI Models Failed in Ad Tech

Over the last decade, DEI initiatives in advertising have focused mainly on surface-level representation, but they often lack execution, measurement, and long-term commitment.

Where Traditional DEI Advertising Went Wrong:

• Overgeneralized Multicultural Targeting—Many brands grouped consumers into broad, static categories (e.g., “Black consumers,” “Hispanic consumers”), ignoring the complexity and intersectionality of identities.
• Short-Term, Performative Campaigns—Many brands launched campaigns for Black History Month, Hispanic Heritage Month, or Pride Month but didn’t invest in long-term strategies to reach these audiences year-round.
• Lack of Real Investment in Diverse-Owned Media—While many brands talked about diversity, only a fraction of media budgets flowed into Black, Asian, and Hispanic-owned publishers, missing the opportunity to support authentic, community-driven platforms.

The result? Many DEI initiatives felt hollow, prompting skepticism from consumers and industry leaders. Without real strategy and long-term investment, these efforts struggled to drive meaningful change.

Instead of treating diverse consumers as broad demographic groups, DXKulture uses AI-driven audience segmentation to create nuanced, multifaceted consumer personas.

How We Do It Differently:

• AI Intelligence Agents—Our proprietary AI simulates real audience behaviors, going beyond simple demographics to understand cultural preferences, interests, and shopping behaviors.
• Multifaceted Consumer Targeting—We don’t just target “Hispanic” or “Black” consumers—we refine audience segments like:
• Black female entrepreneurs who prioritize wellness and sustainability
• Bilingual Hispanic Gen Z consumers who engage in sneaker culture and esports
• Asian-American eco-conscious travelers who love gardening. 
• Culturally Relevant Media Placements—We ensure ads are placed on premium, diverse-owned platforms where multicultural audiences engage with and trust content.

By understanding intersectionality and placing media in culturally relevant environments, DXKulture ensures higher engagement, stronger brand affinity, and real impact.

Multicultural consumers are not niche audiences—they are the new mainstream.

• Hispanic consumers hold over $2.8 trillion in spending power, making them one of the fastest-growing economic forces in the U.S.
• Black consumers spend over $1.6 trillion annually, influencing fashion, beauty, sports, and entertainment industries.
• Asian-American consumers have the highest median household income of any racial demographic, making them a key target for luxury and high-end brands.

Brands that fail to invest in multicultural media buying are leaving billions in revenue on the table. When brands invest in the right audience strategy, multicultural advertising delivers real ROI.

With DEI initiatives fading from corporate agendas, brands must take a new approach to diversity in advertising.

Key Actions for 2025:

1. Move Beyond Outdated DEI Checkboxes—Representation isn’t enough—brands must use AI-driven segmentation to create real, personalized consumer experiences. 
2. Invest in Diverse-Owned Media—Black- and Hispanic-owned publishers provide authentic engagement, so brands should allocate more media spend directly to these platforms.
3. Make Diversity a Year-Round Strategy—Stop showing up only during heritage months. Brands that invest consistently in multicultural media will build long-term loyalty.
4. Leverage AI for Smarter Multicultural Targeting—Instead of broad, generic audience groups, use AI-driven audience insights to refine campaign precision.

The Future of Diversity in Advertising is Smarter, More Intentional, and More Impactful

DEI initiatives may be declining, but diversity in advertising isn’t going away. In the next era of digital advertising, brands that understand this shift and invest in long-term, AI-driven, nuanced multicultural engagement will win.

At DXKulture, we are leading this change—helping brands move from DEI checkboxes to real, impactful audience engagement strategies.

user March 26, 2025 Over the past few years, brands have invested heavily in DEI initiatives, from corporate pledges to advertising commitments to engage multicultural consumers. However, in 2025 and beyond, many companies are scaling back or eliminating these efforts.  Does this mean that diversity in advertising no longer matters? Absolutely not. At DXKulture, we believe that the next Read more

The Rise of Retail Media: Why Programmatic & Commerce Are Colliding

Retail media has become the fastest-growing sector in digital advertising, reshaping how brands connect with consumers at the point of purchase. However, while retail media networks dominate ad spending, many brands aren’t integrating them effectively into their programmatic strategies.

At the same time, multicultural consumers are influencing the retail space more than ever, yet most retail media campaigns fail to account for their unique shopping behaviors. Brands that don’t optimize for diverse audiences and fail to leverage transactional data risk losing market share.

Here’s why retail media is exploding, what’s changing in programmatic commerce, and how DXKulture is leading the way.

What Are Retail Media Networks (RMNs), and Why Are They Dominating Digital Spend?

RMNs allow brands to advertise within a retailer’s ecosystem, placing targeted ads directly on e-commerce sites, in-store displays, and connected platforms.

Why is this so powerful? Unlike traditional digital ads, RMNs are closer to the point of sale, capturing high-intent shoppers ready to buy.

Why Retail Media is Growing Rapidly:

• Retailers own first-party consumer data, making it privacy-compliant and more valuable in a cookieless world.
• It closes the loop between ad exposure and purchase, giving advertisers clearer attribution and better performance tracking.
• E-commerce continues to dominate—and brands must be present where consumers make decisions.

The Challenge: Many brands are investing in retail media but aren’t optimizing how they integrate it with programmatic advertising, leaving opportunities on the table.

How DXKulture Combines Retail Media & Programmatic for Better Personalization

Many retail media strategies operate in silos—separate from programmatic campaigns, limiting their effectiveness. DXKulture bridges the gap by merging retail media with advanced AI-driven programmatic targeting to create a seamless, omnichannel experience.

 How We Optimize Retail Media with Programmatic:

• AI-Powered Persona Building – Instead of broad audience segments, DXKulture creates hyper-targeted consumer personas to match products with real shopping behaviors.
• Cross-Channel Targeting – We ensure retail media ads reach consumers beyond e-commerce sites, integrating CTV, social, and mobile placements to reinforce brand awareness.
• Predictive Analytics & AI Optimization – DXKulture’s AI models analyze real-time shopping data and adjust programmatic campaigns based on purchase intent signals.

Why It Matters: Brands that integrate programmatic and retail media effectively see higher engagement, stronger conversions, and better use of their ad spend.

Why Multicultural Consumers Engage Differently with Retail Media

Retail media campaigns often fail to account for multicultural consumers’ unique shopping behaviors, relying on generic targeting that misses cultural nuances.

What Brands Are Overlooking:

• Hispanic shoppers are omnichannel buyers—they research online, buy in-store, and expect language-adaptive digital experiences.
• Black consumers over-index in mobile shopping but respond best to trusted, community-driven platforms rather than generic retailer ads.
• Asian-American consumers are early adopters of e-commerce trends, but culturally relevant content and influencer endorsements drive engagement.

The Fix:

DXKulture ensures that retail media campaigns reflect real audience behaviors. We use AI to refine cultural targeting and partner with diverse publishers to maximize authenticity.

With retail media ad spend expected to surpass $100 billion globally, brands must integrate retail and programmatic strategies for maximum impact.

Key Actions for 2025:

1. Invest in Retail Media Beyond Amazon—Walmart, Target, Kroger, and other retail networks are becoming major players. Diversify your retail media spend.
2. Leverage Transactional Data for Precision Targeting—Move beyond basic demographic targeting and use real spending behavior to drive smarter campaigns.
3. Optimize for Multicultural Consumers—Ensure that your retail media strategy reflects modern consumers' diverse shopping habits and preferences.
4. Integrate Retail Media with Broader Programmatic Campaigns—Don’t silo your ad spend—create a cross-channel strategy that aligns programmatic with commerce-driven advertising.

Retail media is no longer just an add-on to digital advertising—it’s central to how brands engage with high-intent consumers.

At DXKulture, we are leading the charge by integrating retail media with AI-driven programmatic strategies, ensuring that brands reach diverse audiences with precision and impact.

If your retail media strategy isn’t working as hard as it should, let’s fix that. 

user March 19, 2025 Retail media has become the fastest-growing sector in digital advertising, reshaping how brands connect with consumers at the point of purchase. However, while retail media networks dominate ad spending, many brands aren’t integrating them effectively into their programmatic strategies. At the same time, multicultural consumers are influencing the retail space more than ever, yet most Read more

What Advertisers Get Wrong About Multicultural Consumers

For years, brands have approached multicultural advertising with a one-size-fits-all mindset, relying on broad demographic categories instead of understanding the complexities of identity, culture, and behavior. As a result, many campaigns fail to resonate, missing opportunities to build authentic connections with underrepresented consumers.

Multicultural consumers are shaping mainstream culture more than ever, yet advertisers make the same mistakes. If brands want to reach these audiences in a meaningful way, they need to rethink their approach, abandon outdated assumptions, and prioritize culturally relevant strategies.

Here’s what brands are getting wrong—and how they can fix it. 

Mistake #1: Stereotypical & Surface-Level Targeting

Too often, multicultural marketing is built on outdated stereotypes rather than real consumer insights. Advertisers assume that all Hispanic consumers speak Spanish, that all Black consumers engage with hip-hop culture, or that multicultural audiences fit into static, monolithic groups.

The Reality:

• The Black consumer audience is not just defined by music or entertainment—it includes entrepreneurs, wellness advocates, sneaker collectors, tech innovators, and more.
• Hispanic consumers are bilingual and bicultural—while many prefer English content, they still connect deeply with cultural traditions and values.
• Multicultural Gen Z and Millennials are fluid in their identities, engaging with brands that align with their interests, not just their ethnicity.

The Fix:

Advertisers must move beyond broad demographic targeting and build nuanced personas that reflect actual behaviors, lifestyles, and values.

Mistake #2: Ignoring Multicultural Consumers Outside of Heritage Months

Every February, brands invest heavily in Black History Month campaigns—but by March, those budgets disappear. The same happens during Hispanic Heritage Month, when brands rush to engage Latino audiences for a few weeks, only to deprioritize them the rest of the year.

The Reality:

• Black and Hispanic consumers drive cultural trends year-round, influencing music, fashion, sports, food, and entertainment.
• Multicultural consumers spend trillions annually—they are not seasonal audiences.
• Advertising investments in Black- and Hispanic-owned media must be consistent, not just for short-term campaigns.

The Fix: Brands should make multicultural engagement a long-term strategy—not a temporary initiative tied to a calendar event.

Mistake #3: Failing to Invest in Black, Asian and Hispanic-Owned Media

Even when brands attempt multicultural advertising, many still buy inventory through general-market DSPs, missing the opportunity to support diverse-owned publishers directly.

The Reality:

• Black, Asian, and Hispanic-owned media platforms deliver culturally relevant content that resonates with diverse audiences better than mainstream outlets.
• Advertising on diverse-owned platforms ensures economic empowerment, keeping media dollars within underrepresented communities.
• Consumers are more likely to trust and engage with brands that invest in authentic, community-driven content.

The Fix:

Brands need to allocate more programmatic spend to Black, Asian, and Hispanic-owned media, ensuring that ad dollars flow into the communities they aim to reach.

At DXKulture, we don’t just talk about inclusive advertising—we build real solutions that make it authentic, effective, and measurable.

How We’re Leading the Change:

• AI-Driven Persona Building—Instead of static demographics, we use AI to build real, multifaceted audience personas that reflect lifestyles, behaviors, and intersectional identities.
• Culturally Relevant Inventory & Content Partnerships—We provide curated PMP deals with Black, Asian, and Hispanic-owned publishers, ensuring that brands reach diverse audiences in trusted, high-engagement environments.
• Long-Term Investment, Not Just Heritage Months—We help brands develop year-round strategies to engage multicultural consumers, not just during seasonal campaigns consistently.

For brands looking to fix their multicultural advertising approach, here’s what needs to change:

• Move Beyond Demographics—Stop thinking about multicultural consumers as static groups and start understanding them as individuals with unique interests, behaviors, and cultural connections.
• Invest in Black, Asian, and Hispanic-Owned Media—Buying ad space on diverse-owned platforms is not just a DEI checkbox—it’s a business strategy that drives higher engagement and brand trust.
• Build Year-Round Strategies—Don’t just show up for Black History Month or Hispanic Heritage Month—make multicultural consumers part of your always-on marketing approach.
• Leverage AI and Data for Smarter Targeting—Use real behavioral insights, AI-driven segmentation, and predictive analytics to build personalized, effective campaigns.

Multicultural consumers are shaping the future of media, commerce, and culture. The brands that understand this and invest in authentic, long-term engagement strategies will win.

DXKulture is at the forefront of AI-powered, inclusive advertising, ensuring that brands reach diverse audiences with real impact, not just performative messaging.

Let's talk if your brand is ready to move beyond surface-level multicultural marketing and into real, data-driven engagement.

user March 12, 2025 For years, brands have approached multicultural advertising with a one-size-fits-all mindset, relying on broad demographic categories instead of understanding the complexities of identity, culture, and behavior. As a result, many campaigns fail to resonate, missing opportunities to build authentic connections with underrepresented consumers. Multicultural consumers are shaping mainstream culture more than ever, yet advertisers make Read more

Key Trends Shaping Programmatic Advertising in

For years, digital advertising relied on third-party cookies and intrusive tracking methods to target users. However, with Google phasing out cookies in Chrome, Apple’s privacy updates, and tightening global privacy laws (GDPR, CCPA, and more), advertisers must shift towards privacy-first strategies.

What This Means for Brands:

• First-party data is now king—brands must develop their own data ecosystems instead of relying on cookie-based retargeting.
• Contextual targeting will replace behavioral tracking, requiring a shift in how programmatic campaigns are structured.
• AI-powered audience modeling will become essential in filling data gaps without violating privacy regulations.

At DXKulture, we’re already ahead of the curve. We leverage first-party data, AI intelligence agents, and premium publisher partnerships to ensure high-impact targeting without relying on outdated tracking methods. Brands that don’t adopt privacy-first approaches will see a sharp decline in ad effectiveness. Those who integrate AI-driven contextual targeting and premium publisher partnerships will thrive.

AI is no longer just an add-on in programmatic; it’s the driving force behind more intelligent, predictive ad placements. However, most brands still use AI as a vanity layer instead of unlocking its full potential.

Where AI is Making an Impact:

• Predictive Targeting – AI anticipates consumer behaviors before they happen instead of relying on outdated data.
• Real-Time Creative Optimization – AI personalizes ad creative dynamically, adapting based on engagement signals.
• AI Intelligence Agents—At DXKulture, we use AI-powered personas to simulate real audience behaviors. We help brands test and refine their programmatic strategies before launch and overlay our data to ensure strategic targeting.

Traditional demographic-based targeting is outdated. AI allows for precision, personalization, and better campaign outcomes—but only if brands move beyond basic automation and start using AI to understand real consumer behaviors.

One of the biggest challenges in programmatic today is low-quality inventory. The market is flooded with MFA (Made for Advertising) sites, fraudulent impressions, and low-engagement environments that waste media dollars.

How DXKulture is Fixing This:

• We have strict Inventory curation. Every publisher in our PMP deals is manually reviewed to ensure brand safety, engagement, and audience authenticity.
• We only include sites that meet this traffic benchmark, ensuring real audience engagement.
• Instead of broad categories like “Lifestyle” or “Entertainment,” we classify sites based on real consumer passions:
• Manga & Anime Enthusiasts
• Esports & Gaming Communities
• Luxury Consumers & High-Net-Worth Audiences

Advertisers are demanding more transparency, fewer wasted impressions, and higher engagement. PMP curation ensures brand-safe, high-performance placements that actually drive results.

Multicultural Targeting is No Longer Optional—It’s Essential

For years, brands have generalized multicultural consumers, relying on one-size-fits-all targeting that ignores the complexity of identity. But in 2025, multicultural advertising must be nuanced, layered, and intersectional.

How Multicultural Advertising is Evolving:

• Beyond Race & Ethnicity – People aren’t just Black, Hispanic, or Asian—they are multifaceted individuals with unique lifestyles, behaviors, and purchasing habits.
• Hyper-Specific Audience Segmentation – Instead of broad groups, DXKulture builds layered personas (e.g., Black female entrepreneurs, Hispanic eco-conscious consumers, LGBTQ+ sneaker collectors).
• Investing in Black and Hispanic-Owned Media – The best way to reach diverse audiences is by supporting the media platforms they trust. DXKulture ensures ad dollars flow directly to Black, Hispanic, and underrepresented publishers.

Multicultural audiences represent trillions in buying power. Brands that fail to engage authentically will lose relevance and revenue.

What Brands Need to Do Now:

With all these changes, how can brands ensure they are making smart programmatic buys in 2025?

• Adopt AI-Powered Audience Targeting – Move beyond static demographic models and embrace AI-driven personas that reflect real consumer behaviors.
• Invest in Premium PMP Inventory – Avoid low-quality programmatic waste by choosing curated, high-engagement placements.
• Prioritize Multicultural & Inclusive Media Buying – Don’t just “add diversity” to a campaign—build intersectional, inclusive strategies that reflect today’s audience.
• Shift to Privacy-First Strategies – First-party data and contextual targeting must replace third-party cookie reliance.

The Future of Programmatic is Smarter, Safer, and More Inclusive

Programmatic advertising is evolving rapidly—but not all brands are keeping up. The key to success in 2025 is intentional, high-quality media buying that goes beyond basic automation and fragmented targeting.

At DXKulture, we are leading this shift, combining AI, premium inventory curation, and a marketer-first approach to help brands maximize the effectiveness of their programmatic spend.

user March 3, 2025 For years, digital advertising relied on third-party cookies and intrusive tracking methods to target users. However, with Google phasing out cookies in Chrome, Apple’s privacy updates, and tightening global privacy laws (GDPR, CCPA, and more), advertisers must shift towards privacy-first strategies. What This Means for Brands: At DXKulture, we’re already ahead of the curve. We Read more

DX Announces the Launch of DXKulture

DX, a full-service strategic marketing and solutions company, announced the launch of DXKulture, a DEI-certified advertising technology platform, built by marketers and focused on diversity, equity, inclusion, and emerging cultures—providing everyone with an equal voice at scale. DXKulture is a global advertising platform with the largest DEI-verified supply and omnichannel solution to reach underrepresented audiences with a focus on transparency and campaign ROI.

DX has over 20 years of experience working with a varied roster of clients including: Paramount, National Geographic, Univision, Schmidt Bros. Knives, Franklin Templeton Investments and many more. During its tenure, DX saw a demand from clients to reach highly targeted nuanced audiences. To achieve that reach, DX began working more directly with a wider range of publishers to create marketing-based partnerships for their sites. Simultaneously it became very evident that the existing ad tech infrastructure is not set up to reach diverse hyper targeted audiences at scale with meaningful, authentic engagements leaving many publishers and communities out of the advertising ecosystem.

Authentically reaching diverse consumers is growing more complex as states pass new legislation requiring a lens for Sensitive PII and safeguarding ethnic targeting. The DXKulture supply-side platform (SSP) simplifies the media buying process by creating sources of inventory that are diverse-owned and operated as well as a curating data intelligence surrounding a breadth of hyper-nuanced audiences—able to be bought with a simple touch of a button across all media platforms including: display, audio, mobile, social, digital out-of-home, CTV, and in-hotel.

Sandy Rubinstein, CEO of DX and DXKulture, said, “DXKulture is about lifting everyone up, sharing each audience’s unique perspective, and amplifying those conversations with like-minded people. We built DXKulture to turn traditional adtech into an ‘enabler for good’ by creating end-to-end monetization solutions that democratize access to necessary ad tech while ensuring great revenue shares make it to those delivering the most value—the publishers and content owners—all while super-serving the advertiser and the consumer.”

“Working with Sandy and her team is always a pleasure. They focus on creating meaningful connections with our customers via hyper targeted social media. The opportunity to further focus targeting to DEI communities and build those relationships is very exciting,” added Samantha Sichel, Head of Social Product & Digital Innovation at Live Nation Entertainment

DXKulture is a multifaceted product offering media, grounded in marketing support, research and insights. Given DX’s roots in the entertainment and television industry, CTV and FAST offerings are a tremendous priority and a key part of the company’s future plans. DXKulture believes that the CTV/FAST ecosystem is an underutilized marketplace for advertisers and provides rich access to nuanced audiences. DXKulture is rolling out a suite of custom CTV solution offerings and further talent announcements in the coming weeks.

user September 20, 2024 DX, a full-service strategic marketing and solutions company, announced the launch of DXKulture, a DEI-certified advertising technology platform, built by marketers and focused on diversity, equity, inclusion, and emerging cultures—providing everyone with an equal voice at scale. DXKulture is a global advertising platform with the largest DEI-verified supply and omnichannel solution to reach underrepresented audiences Read more

DX Announces the Launch of DXKulture

Global ad technology to super-serve underrepresented audiences creating equitable media at scale

Edgewater, NJ -- September 18, 2024 -- DX, a full-service strategic marketing and solutions company, today announced the launch of DXKulture, a DEI-certified advertising technology platform, built by marketers and focused on diversity, equity, inclusion, and emerging cultures—providing everyone with an equal voice at scale. DXKulture is a global advertising platform with the largest DEI-verified supply and omnichannel solution to reach underrepresented audiences with a focus on transparency and campaign ROI.

DX has over 20 years of experience working with a varied roster of clients including: Paramount, National Geographic, Univision, Schmidt Bros. Knives, Franklin Templeton Investments and many more. During its tenure, DX saw a demand from clients to reach highly targeted nuanced audiences. To achieve that reach, DX began working more directly with a wider range of publishers to create marketing-based partnerships for their sites. Simultaneously it became very evident that the existing ad tech infrastructure is not set up to reach diverse hyper targeted audiences at scale with meaningful, authentic engagements leaving many publishers and communities out of the advertising ecosystem.

Authentically reaching diverse consumers is growing more complex as states pass new legislation requiring a lens for Sensitive PII and safeguarding ethnic targeting. The DXKulture supply-side platform (SSP) simplifies the media buying process by creating sources of inventory that are diverse-owned and operated as well as a curating data intelligence surrounding a breadth of hyper-nuanced audiences—able to be bought with a simple touch of a button across all media platforms including: display, audio, mobile, social, digital out-of-home, CTV, and in-hotel.

Sandy Rubinstein, CEO of DX and DXKulture, said, "DXKulture is about lifting everyone up, sharing each audience’s unique perspective, and amplifying those conversations with like-minded people. We built DXKulture to turn traditional adtech into an 'enabler for good' by creating end-to-end monetization solutions that democratize access to necessary ad tech while ensuring great revenue shares make it to those delivering the most value—the publishers and content owners—all while super-serving the advertiser and the consumer."

"Working with Sandy and her team is always a pleasure. They focus on creating meaningful connections with our customers via hyper targeted social media. The opportunity to further focus targeting to DEI communities and build those relationships is very exciting," added Samantha Sichel, Head of Social Product & Digital Innovation at Live Nation Entertainment

DXKulture is a multifaceted product offering media, grounded in marketing support, research and insights. Given DX’s roots in the entertainment and television industry, CTV and FAST offerings are a tremendous priority and a key part of the company’s future plans. DXKulture believes that the CTV/FAST ecosystem is an underutilized marketplace for advertisers and provides rich access to nuanced audiences. DXKulture is rolling out a suite of custom CTV solution offerings and further talent announcements in the coming weeks.

user September 18, 2024 Global ad technology to super-serve underrepresented audiences creating equitable media at scale Edgewater, NJ — September 18, 2024 — DX, a full-service strategic marketing and solutions company, today announced the launch of DXKulture, a DEI-certified advertising technology platform, built by marketers and focused on diversity, equity, inclusion, and emerging cultures—providing everyone with an equal voice Read more

New DEI-Focused SSP Wants To Put More Money Into The Hands Of Publishers

Programmatic media buyers care about serving the needs of their advertiser clients. But there’s no reason they can’t also help publishers – especially diverse publishers – at the same time.

Consider the ad tech tax.

In the past, Sandy Rubinstein, CEO of woman- and minority-owned digital marketing agency DXagency, had assumed that the majority of an ad dollar would go to the publisher.

If an advertiser bought ads at a $10 CPM, the publisher would earn around 70%, right? But, in fact, they were earning just a fraction of that amount.

“I never realized how many hands are in the cookie jar,” Rubinstein told AdExchanger. “Now I understand why people can’t sustain their operations!”

And so DXagency decided to launch its own supply-side platform, which it’s calling DXKulture.

The platform, announced on Wednesday, is designed to be easily usable by brand marketers who have little to no ad tech experience. It’ll start out as a managed service, with self-service functionality available at the start next year.

Targeting diverse audiences

Clients increasingly want to reach extremely niche audiences, Rubinstein said.

But targeting diverse audiences is often difficult, because there aren’t enough publishers that can address these desired groups at scale.

DXKulture provides access to curated lists of highly targeted, DEI-focused audiences, as well as sources of inventory from diverse owned-and-operated publishers.

But the DXKulture platform was really built to help those publishers earn more money from their impressions, Rubinstein said.

DXKulture has integrations with several data providers, including LiveRamp, and uses first-party data from its clients, curating it all into packaged categories for private marketplace deals.

Although the platform is capable of reaching “hyper targeted” audiences, as Rubinstein calls them, the company’s definition of DEI is rather broad, containing categories beyond visual diversity (i.e., age, race and gender) to include religion and veteran status.

Investing in ad tech

While DXKulture’s platform is proprietary, it, like other SSPs, also relies on software providers, such as BidSwitch, to manage its billions of OpenRTB bid requests.

BidSwitch serves as a vendor for Reset Digital, too, which is another DEI-focused supply-side platform, as well as a partner to Colossus, an SSP recently accused of mismatching user IDs to resemble higher-demand audiences.

DXagency is treading carefully into ad tech.

“That has been at the forefront of our conversations internally,” Rubinstein said, “making sure that we do not have any kind of fraudulent traffic, and [are] constantly checking our inventory list to make sure that it’s authentic.”

Looking ahead, DXagency already has big plans for its new ad tech arm. It’s staffing DXKulture with engineers from all different backgrounds and working on new products for different advertising channels, including audio, digital and out-of-home.

The next priority is to create better targeting and measurement tools for CTV and FAST channels, which isn’t surprising given the agency’s connections to the entertainment industry. Its clients include Viacom, National Geographic and Univision. (Rubinstein herself once served as the VP of marketing for several Nickelodeon brands.)

Additionally, the company is also developing a 501c3 nonprofit foundation aimed at funding financial grants to small publications and businesses targeting underrepresented communities.

“Not only do we want to get more money in the hands of publishers,” said Rubinstein, “but how do we help sustain [them] until we can get them enough ad traffic?”

user September 18, 2024 Programmatic media buyers care about serving the needs of their advertiser clients. But there’s no reason they can’t also help publishers – especially diverse publishers – at the same time. Consider the ad tech tax. In the past, Sandy Rubinstein, CEO of woman- and minority-owned digital marketing agency DXagency, had assumed that the majority of Read more

DX Launches Platform To Help Brands Target Underserved Audiences

DXagency has unveiled a DEI-focused supply-side advertising and campaign management platform that it quietly launched earlier this year.
According to the company, the platform, branded DXKulture, uses AI to help brands, agencies, and publishers target and engage underserved audiences.

The firm, led by CEO Sandy Rubinstein, said the platform is now curating inventory from more than 1,000 diverse owned and operated media companies and content creators along with hyper targeted audience segments that can be bought across media platforms including Display, Audio, Mobile, CTV and others.

Those segments are derived from a proprietary process integrated into DXKulture.

She added that the firm believes that “we need to ingest multiple touch points to provide a more thoughtful targeting of these niche audiences. Because our methodology takes the extra steps to analyze our recommendations, we also can assure brand safety.”

DXKulture is rolling out globally with markets being added daily, says Rubinstein. It is now up and running throughout the Americas and Europe.

The company is not disclosing the number or identity of clients currently using the platform but did confirm they include a number of Fortune 500 companies.

In addition to media the platform offers marketing support, research and insights, advanced CTV measurement and targeting, 24-hour iteration of campaigns based on performance feedback, access to DXagency’s in-house creative team to produce ads.

user September 18, 2024 DXagency has unveiled a DEI-focused supply-side advertising and campaign management platform that it quietly launched earlier this year.According to the company, the platform, branded DXKulture, uses AI to help brands, agencies, and publishers target and engage underserved audiences. The firm, led by CEO Sandy Rubinstein, said the platform is now curating inventory from more than Read more