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P&G utilises the programmatic marketing strategy to spend more on black-owned media

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P&G adopted the approach of programmatic marketing (use of programmes and software to automate ad management) to support diverse publishers and reach multicultural and racial audiences. P&G is working with its Trade Desk to help black-owned publishers reach a smooth programmatic ad dollar flow. P&G now owns 60 private marketplaces in The Trade Desk group, allowing the firm to reach numerous multicultural publishers. Beyond the programmatic marketing efforts, P&G is signing deals to support black-owned ad tech companies, for instance, The Trade Desk plugs in data from an SSP for multicultural publishers named Reset Digital.

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ConsumerGeniuses

Consumer Goods industry will surpass $15T globally by 2025. However the old business model of mass distribution is about to become obsolete. Digital Transformation, Millennials and Gen Z effect, Direct to Consumer and Post-Covid World are going to reshape the winning formula for the new era CG industry. Our weekly newsletter covers global innovations and disruptions in CG industry.

ConsumerGeniuses is managed by IndustryGeniuses (A place where industries meet innovation). We are rolling out content platforms for the world’s hottest industries such as Food & Grocery Retail, Consumer Goods and Healthcare. For each of these key industries, we support Tech Startups and Industry Disruptors as they roll out next generation digital initiatives.

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