
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.
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 moreNew 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.
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“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?”
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