In the world of programmatic advertising, many significant brands have pledged to spend more ad dollars with Black-owned publishers—but that investment has lagged. So, faced with a lack of inventory in the Black-owned media ecosystem, Procter & Gamble took matters into its own hands and decided to build multicultural audience segments to fuel private programmatic media deals within The Trade Desk platform. AdExchanger reports on P&G’s strategy for reaching multicultural audiences and how it’s boosting inventory industry-wide.

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