Iesha White is a programmatic media expert with over 10 years experience working for companies like Tinuiti, Sony Pictures, Xaxis, PureCars, etc. She walks us through the importance of multicultural targeting in programmatic advertising and how to implement accordingly. We cover some essential discussion points including why a person's identity isn't brand unsafe!!!!!!! (yes, we had to explain why excluding keywords such as "black" or "asian" or "queer" is unacceptable and simply wrong!!!). Another important focus was why consider adding multicultural media and how it can affect the bottom line for brands.  Additional resources mentioned in the interview: ● Media Buying Briefing: Agencies expand their DEI goals and offer their expertise to clients ● It's Time to Dispel the Multicultural Media Scale Myth [Source: AdWeek] ● Black Media Is Being Hurt by Agency Blocklists [Source: AdAge]  ● Diverse-owned publishers say they're still educating advertisers about their audiences [Source:Marketing Brew]● Combating Corporate 'Pinkwashing' During Pride Month With Mutual Aid [Source:Inequality.org] About Us: Our mission is to teach historically excluded people how to get started in programmatic media buying and find a dream job.  We do so by providing on-demand lessons via the Reach and Frequency™️ program, a dope community with like-minded programmatic experts, and live free and paid group coaching.  Hélène Parker has over 10 years of experience in programmatic media buying, servicing agencies and brands in activation, strategy and planning, and leadership.  She now dedicates her time to recruiting and training programmatic traders while consulting companies on how to grow and scale a programmatic department.  Interested in training or hiring programmatic juniors? Book a Free Call At Helene Parker Consulting, we provide training and media buying.  Timestamp: 00:00:25 - www.jobsinadtech.com  00:01:35 - Leave us a review on iTunes  00:02:10 - Meet Iesha White 00:05:45 - How She Landed in Programmatic (super interesting story 😅🤣!) 00:11:01 - Shoutout to Gabriel Cohen at Magnite 00:11:50 - The Importance of a diverse team, how it influence my career 00:12:45 - Black People, Queer are often blocked for brand safety reasons, wtf?? 00:15:22 - What, How, and Why multicultural targeting is important 00:17:02 -  Less than 7% is spent in multicultural media where 40% of the US population is.  00:19:52 - Black owned media ain't interested in programmatic and prefer direct deals 00:23:03 - Best practices: what you should do 00:25:17 - One's identity isn't brand unsafe 00:27:05 - Reaching out to your DSP team to fix it! 00:27:05 - Reach and Frequency™️ program is looking for partners to offer internships/employment 00:32:15 - Why consider spending on diverse/multicultural media  00:37:55 - Targeting strategy 00:40:01 - Actionable insight for buyers/brands  00:44:35 - Iesha's Word of Wisdom    Interested in finding out if you are a fit for a career in digital advertising and programmatic? Take our free Quiz: www.heleneparker.com/programmaticquiz   Guest Information: Iesha White  Email | LinkedIn Meet Our Team: Hélène Parker - Chief Programmatic Coach Website | LinkedIn | Twitter | The Reach and Frequency™️ Course Programmatic Digest - Youtube | LinkedIn | Instagram   Get this directly in your inbox weekly including more gems!  Let's keep in touch: Sign up to receive our weekly newsletter here: www.heleneparker.com/newsletter   Join our next training program by signing up to our waitlist below: https://www.heleneparker.com/waitlist/   Also take a moment to check out: How To Optimize Data Segment: https://youtu.be/boj0SJF5kn8    Join Our Slack Channel for programmatic ninjas looking to level up and build a network: https://join.slack.com/t/theprogrammaticmeetup/shared_invite/zt-1nlaoighs-ES98OYwn67rkk1vqgC4i9Q      

Ver todos los episodios