Publishers and advertisers work with treasure troves of data that require working in the weeds. But sometimes, working too deep can give you tunnel vision and cause people to miss the bigger picture.  

This is especially true when working with diverse audience data. Some miss out on multicultural audiences with massive opportunity and spending power. According to the Nielsen-Univision ROI of Inclusivity Study, experts expect Spanish speakers in the U.S. to grow to over 75 million by 2030 and projected Hispanic buying power in the U.S. to reach $1.9 trillion by the end of 2023. 

Still, some brands are seeing the potential in Spanish-language media. “I’ve seen a major shift in how AVOD is serving Hispanic audiences, with brands growing recognition of the incredible potential within this demographic,” shared Isabel Rafferty Zavala, CEO of Canela Media. 

In fact, EDO just released a study  analyzing every national TV ad that ran on Spanish-language TV and the data shows that ads that run on these channels have been 31% more effective than those on English-language TV. Spanish-language streaming’s growth presents a unique opportunity for publishers to engage a vibrant audience and optimize revenue streams, while allowing advertisers to improve targeting and capitalize on innovative ad technologies. However, it’s crucial to represent these communities authentically.

The Surge in Spanish-Language Streaming

With a large and growing Hispanic population in the U.S. and abroad, streaming platforms are ramping up their offerings of Spanish-language content, creating fertile ground for publishers looking to reach Hispanic audiences through targeted advertising and cutting-edge ad operations.

Key Players and Market Growth:

Televisa-Univision’s ViX+ launched in 2022 after a major merger combining Mexican multimedia company (Televisa) and the largest provider of Spanish-language content in the US (Univision). Starting with an ambitious goal, they offer over 10,000 hours of Spanish-language entertainment, ranging from telenovelas to original productions. 

They now offer ad-supported and subscription-based models with TelevisaUnivision’s flagship streaming service, Vix, amassing 50 million monthly active users, up 70% over last year.

They also acquired a free, ad-supported streaming service — Univision’s PrendeTV — to complement their Univision NOw subscription service. 

Latino-owned Canela Media has capitalized on the surge of Hispanic viewers by offering free, ad-supported content across multiple genres. Reportedly the fastest-growing Hispanic media company in the U.S., the CEO Isabel Rafferty Zavala launched the streaming service to celebrate the U.S. Hispanic community by delivering culturally relevant high-quality entertainment.

“My role has been to push for innovation — whether through our content offerings or the technology we use,” said Zavala. And this is not just lip service. Canela Media offers a wealth of first-party data through Canela Audience Solutions, reaching 76M unique devices. The OTT-first data product accurately identifies Hispanic audiences across English and Spanish content.

Other players:

Netflix, Hulu, and HBO Max are all embracing this trend, significantly expanding their Spanish-language libraries to cater to Hispanic viewers and international markets. 

Other players include fuboTV Latino, providing 65 Spanish-language channels, including Zona Fútbol and FOX Deportes. Then there’s Peacock’s Tplus, in partnership with Telemundo, offering telenovelas, news, and sports. Comcast’s NOW TV Latino provides over 25 live Spanish-language channels featuring a mix of movies, shows, sports, and news for diverse viewing preferences. 

Crafting Culturally Resonant Campaigns in a Multilingual Market

The rise of Spanish-language streaming opens new doors for publishers and advertisers. With bilingual and bicultural audiences, they can leverage advanced technologies to create practical and dynamic ad experiences explicitly tailored to Hispanic demographics.

Programmatic Advertising: Programmatic solutions allow for precise audience targeting based on language preferences, cultural nuances, and consumption habits to deliver highly relevant messaging to  maximize engagement.

For instance, Macarta used Amazon’s Spanish Language Targeting Program for geo-targeting Spanish-speaking consumers and delivering tailored messaging to increase traffic and sales. 

Dynamic Ad Insertion:  Spanish-language streaming platforms leverage real-time dynamic ad insertion to seamlessly integrate ads into content. Advertisers can adjust creative messaging based on viewer data, location, or even cultural events. By delivering ads at the perfect moment, this technology enhances viewer experience while boosting ad effectiveness. 

With Akta’s Cloud Video Platform, TelevisaUnivision’s ViX streaming service leverages DAI, replacing broadcast ads with digital ads on their streaming platform, according to Michael Cerda, CPO for Streaming at TelevisaUnivision.

Cross-Platform Campaigns: Advertisers can also explore cross-platform advertising strategies ensuring  consistent messaging by tying campaigns across ViX+, Canela, Pantaya, and mainstream services like Netflix and HBO Max to amplify reach.

Unlocking Revenue Potential Through Targeted, Authentic Engagement

Maximizing revenue in the Spanish-language streaming segment requires deeply understanding Hispanic audiences, who show strong loyalty to platforms offering authentic, culturally relevant content.

To capitalize on this, publishers should focus on audience segmentation by developing detailed viewer profiles based on region, language preferences (Spanish, English, or bilingual), and content consumption habits. 

“Targeted, personalized, culturally relevant ads will only increase in importance as time goes on. Audience data can help advertisers understand where their target audiences are consuming content and learn behavioral insights about them,” according to App Science.

AVOD platforms, such as Canela, offer a clear path to monetizing content through targeted ads, while SVOD caters to audiences willing to pay for premium, ad-free experiences. Hybrid models, like TelevisaUnivision, offer a combination of ad-supported and ad-free tiers and are also gaining traction, providing publishers with diverse revenue streams.

As EDO outlined in their study, Spanish-language TV’s impact is even greater when combined with a highly engaging streaming environment. For instance, auto brands advertising on TelevisaUnivision’s streaming service ViX were 29% more effective than Convergent TV.

According to Zavala, Canela Media owes its AVOD  success “to focusing its monetization strategies by connecting brands with content that reflects the values, diversity, and interests of our community, ensuring that advertising feels both organic and impactful.” 

Additionally, partnering with Hispanic-focused brands presents another lucrative opportunity. For instance, TelevisaUnivision’s partnered with United Airlines’ Kinective Media to integrate ViX streaming content into in-flight entertainment. The collaboration merged data assets, enhancing Kinective’s platform for targeted advertising, allowing TelevisaUnivision to drive ViX subscriptions and deliver ads to Spanish-speaking travelers.

Tapping Into Cultural Relevance for Lasting Impact

As the surge in Spanish-language streaming continues, publishers and advertisers have a unique opportunity to deepen their connection with a dynamic and growing audience. By embracing cultural relevance, leveraging innovative technologies, and fostering authentic partnerships, they can unlock new revenue streams while serving the diverse needs of Hispanic viewers. Success lies in understanding the nuances of diverse demographics, respecting cultural values, and delivering personalized experiences.

The post What the Surge in Spanish-Language Streaming Means for Advertisers and Publishers appeared first on AdMonsters.

BlackWeek is October 15-18 at Spring Studios in Manhattan. Don’t miss out on this powerful event that aims to drive real change and create economic opportunity for diverse communities.

The advertising industry has a big problem. Despite thriving on creativity and connection it struggles to reflect the real world. 

Black consumers hold over $1.4 trillion in buying power, yet Black talent remains critically underrepresented in advertising, comprising only about 7.2% of professionals in the space. When diverse talent is absent from decision-making rooms, it’s more than a staffing issue — it’s a creativity crisis. We end up with ads that miss the mark, reinforce stereotypes, or worse, leave entire communities feeling unseen and unheard.

Enter BlackWeek. Founded by seven Black and Latino agency leaders, the event brings together top talent, brands, and decision-makers to show how real inclusion can turn into real results. As brands and advertisers continue to fall short on diversity promises made during the racial reckoning of 2020, BlackWeek plans to apply the pressure and drive real accountability. Inclusivity leads to better business outcomes. Period. And BlackWeek is here to show that.

As an economic forum, it offers a platform where conversations around opportunity, cultural representation, and diversity in advertising aren’t just happening — they’re front and center. 

Walt Geer, Chief Creative Officer for Innovation North America at VML, knows how to make noise. For years, he’s reinvented how brands connect with consumers and fiercely advocated for Black talent. With BlackWeek, Geer and his co-founders are building more than just a seat at the table — they’re building a new one. Ahead of the event, running October 15-18 at Spring Studios, we caught up with Walt to talk about how BlackWeek is set to reshape the future of advertising.

In this Q&A, Geer explains why BlackWeek is designed to create space and fundamentally transform how Black professionals are represented and empowered in the advertising ecosystem. With keynotes featuring leaders like Shannon Sharpe and Gary Vaynerchuk to intentional discussions on Black buying power and cultural reinvention, BlackWeek is set to move the needle on inclusion, opportunity, and economic equity.

Lighting the Fuse: What Sparked BlackWeek?

AdMonsters: What gaps in the industry did you and the other founders see that made you want to start BlackWeek?

Walt Geer: It’s an interesting conversation. This idea actually started with Joe Anthony, one of our founders, during a birthday party. He had gathered a lot of executives, and there was this moment where it felt good being together and talking about what was going on in our industry. That led to a quick conversation among the seven of us — Andre Gray, Monique Nelson, Dabo Shea, Gabrielle Shannon, Adan Romero, and myself — about how we could move the needle forward. 

Joe was the driving force. He brought in his agency, Hero Collective, to back it and get the ball rolling. And before we knew it, we were all in. We posted a promo video on LinkedIn, and the response was wild. That’s when we knew we were onto something big.

DEI Is Dead? Not So Fast

AdMonsters: We keep hearing that DEI is dead. Did that have an impact on your decision to launch BlackWeek?

WG: Absolutely. I think this whole idea that DEI is dead is bullshit. We’ve seen companies backslide on their promises. Our goal is to put this conversation back on the map in a disruptive way. Black people represent trillions in buying power, yet the leadership at these companies often doesn’t look like us. BlackWeek is about creating a space for real, inclusive conversations with people who are doing the work, not just showing up for a photo op.

Key Conversations That Pack a Punch

AdMonsters: What are some of the key topics and conversations attendees can expect at BlackWeek?

WG: We’re trying to make BlackWeek the Black Davos, an economic forum focused on driving dollars back into the Black community. Some of the sessions are heavy hitters like “Broken Promises,” “The Future of Advertising is Black Women,” and “The Rise of Black and Brown Influence.” We’re not just talking about DEI as a feel-good topic; we’re pushing conversations that will lead to real outcomes like investments, acquisitions, and promotions. It’s all about action.

From the Stage to the Boardroom: Turning Talk into Action

AdMonsters: How do you plan to translate these conversations into tangible outcomes for Black professionals and companies

WG: It’s not just about the conversations on stage — it’s about who’s in the room. We have leaders like Peloton’s CMO, Lauren Weinberg, and others who are not just talking but showing how their companies are walking the talk. 

We want attendees to leave inspired and equipped to go back and make changes within their organizations. We’re also hosting sessions with WPP’s top M&A guys to give Black-owned companies insight into acquisitions. It’s about making sure that we’re funneling real dollars back into the Black community.

Breaking Down Barriers for the Next Generation

AdMonsters: How are you making the event accessible to young, creative Black talent while also meeting your financial obligations?

WG: We’ve been super intentional about making BlackWeek accessible to young talent, and that’s key to what we’re trying to achieve. Conferences like this are expensive — sometimes $4,000 or $5,000 just to attend — and it’s usually the senior leadership who gets sent. To level the playing field, we’ve partnered with organizations like The One Club, 100 Roses, and Creative Ladders to give 60 passes to individuals with five years or less of experience. 

We’ve also given out 50 passes to unemployed professionals who submitted their portfolios and resumes. That’s 267 submissions for 50 passes. It’s about giving access to those who usually get left out of these spaces.

We’re also working with local colleges like NYU and Columbia to bring in Black student organizations and get them involved. These students and young professionals are the future, and we’re committed to making sure they have a real seat at the table.

Where Opportunity Meets Creativity

AdMonsters: What makes BlackWeek different from other conferences when it comes to connecting talent with opportunities?

WG: The structure of BlackWeek is intentionally designed to connect talent with real opportunities. We’re not just hosting panels for the sake of discussion. We’ve built-in moments for attendees to pitch themselves. On the last day, we’re bringing 15 organizations into a room where young professionals and even mid-career folks can present their work. 

It’s like a live TED Talk, giving people five to seven minutes to speak directly to decision-makers about who they are and what they do. These moments are designed to spark real connections that can lead to hires, partnerships, and more. The goal is that in two or three years, we’ll see millions of dollars funneled back into Black communities through job creation, acquisitions, and investments. That’s the long-term vision of BlackWeek.

Big Names, Bold Conversations: Who’s Showing Up

AdMonsters: Who are some of the key players and content highlights that attendees can expect at BlackWeek?

WG: We have a crazy lineup of speakers. You’ll see Greg Oden, Shannon Sharpe, Dave East, Eric Austin from P&G, Danny Robertson from The Martin Agency, Gary Vaynerchuk, Aliyah Kemet, and so many more. 

What’s wild is that most of these people are donating their time, paying for their own travel and hotels just to be part of this. They believe in what we’re doing, and that’s what makes this so special.

Support the Movement, Show the Love

AdMonsters: Any final thoughts for those attending BlackWeek or thinking about getting involved?

WG: Look, showing love is showing up. Whether that’s liking a post, commenting, or sharing — it all helps. We’re seven founders self-funding this event, and we’re almost at break-even, which is incredible for year one. But this isn’t about getting rich — it’s for us, by us. We’re trying to create a moment, and we appreciate any support.

The post Shaping the Future of Advertising: Walt Geer on Why BlackWeek is the Black Davos appeared first on AdMonsters.

Digital media and ad tech are at a turning point, driven by visionary professionals who understand the power of cultural authenticity and innovation. In this Hispanic Heritage Month feature, we honor the contributions and achievements of eight Hispanic and Latino leaders. 

From launching groundbreaking platforms to leveraging cutting-edge technology to amplify the voices of multicultural communities to ensure that multicultural voices are heard and represented, these eight trailblazers are shaping the industry’s future. Here’s a look at how they’re leading the charge.

8 Inspirational Hispanic Leaders Shaping the Future of Digital Media and Ad Tech

1. Isabel Rafferty Zavala, Founder & CEO, Canela Media

Revolutionizing Latino Streaming Through Innovation and Cultural Connection

Isabel Rafferty Zavala is not just a CEO — she’s a digital marketing pioneer who is revolutionizing how brands connect with Latino audiences. As the Founder and CEO of Canela Media, she has created a comprehensive digital ecosystem for brands to reach multicultural audiences, including Canela.TV, the first AVOD streaming service built by Latinos for Latinos.  Her journey, from founding Mobvious to securing $32 million in venture capital funding, is a testament to her vision and resilience in an industry often dominated by non-minority voices. Under Isabel’s leadership, Canela Media has become a powerhouse, reaching over 50 million monthly users globally.

Breaking Barriers in a Competitive Media Landscape

“Breaking into the digital media industry as a young Hispanic entrepreneur comes with unique challenges, especially around funding and representation. Less than 2% of VC funding goes to women-led businesses, so it’s critical to target investors committed to supporting women and minorities. Surround yourself with mentors and build relationships with VCs who align with your values and mission. Persistence is key — many doors will close, but the right one will open if you stay focused.”

Isabel’s leadership goes beyond business. She is passionate about supporting underrepresented communities, from young Latino students to emerging Latino filmmakers. Her vision for the future of Hispanic-focused media is clear: to leverage technology to tell more personalized, culturally resonant stories that engage audiences on a deeper level.

2. Adrian Ruiz, Co-Founder, Mundial Media

Harnessing AI to Drive Multicultural Marketing Innovation

Adrian Ruiz co-founded Mundial Media to transform how brands engage with multicultural audiences through advanced contextual marketing. With a deep background in revenue operations, AI, and product development, Adrian strongly advocates leveraging technology to reach diverse communities authentically.

Building Inclusive AI for Multicultural Audiences

“Growing up immersed in both Mexican and American cultures shaped my approach to building Mundial Media. My heritage instilled in me the importance of representation and understanding diverse perspectives. One of the unique challenges in ad tech is the underrepresentation of Hispanic professionals. But this challenge has also been an opportunity to advocate for more culturally relevant advertising that genuinely connects with diverse audiences.”

Adrian also fosters diversity within his teams, believing innovation thrives when different voices are brought into the conversation. His work ensures that multicultural audiences are not just reached but celebrated. His approach to AI-driven marketing strategies ensures that these communities are authentically represented, setting the stage for a more inclusive ad tech ecosystem. The ad tech entrepreneur has a future goal to continue expanding Mundial Media’s AI-driven solutions to create even more meaningful, personalized ad experiences for underrepresented groups.

3. Paula Grunfeld, CRO, Bunny Studios

Fostering High-Performing Teams for the Future of Digital Media

As CRO of Bunny Studios, Paula Grunfeld is a powerhouse in digital media, known for driving revenue growth and building high-performing teams. With a focus on inclusivity, Paula has helped position Bunny Studios as a leader in creative outsourcing, enabling brands to access diverse talent for media production.

Passion and Mission Drive Success

“If I could give my younger self career advice, it would be to focus on finding something you love. Your passion will shine through in your work and open doors for growth and success. Don’t be afraid to take risks, even if they seem unconventional at first. By staying true to your mission and passion, you’ll find fulfillment in both the journey and the destination.”

Paula continues to advocate for diversity in hiring practices, believing that a diverse workforce is fair and essential for innovation. She emphasizes that companies should invest in underrepresented talent, giving them the tools and opportunities to thrive and contribute to a more dynamic industry. She believes companies must actively support Hispanic professionals through mentorship, training, and development programs. By doing so, they will create a more inclusive industry that thrives on diverse perspectives.

4. Armando Aguilar, VP Programmatic Operations, Mirror Digital

Culturally Relevant Connections Through Programmatic Innovation

With over two decades of experience, Armando Aguilar has honed his skills in programmatic advertising to focus on connecting brands with multicultural audiences. As VP of Programmatic Operations at Mirror Digital, Armando’s leadership ensures that culturally relevant messaging is at the forefront of their campaigns.

Change is the Only Constant

“The best advice I ever received was to embrace change. In this industry, where technology and strategies evolve rapidly, adapting to change is not just an option — it’s a necessity. As a Puerto Rican growing up near Boston, I learned early on that my heritage and language were assets, not obstacles. It’s crucial to be your authentic self in every room you enter.”

Armando’s approach to programmatic advertising focuses on integrating cultural insights into data-driven strategies, ensuring that campaigns are effective and culturally relevant. He is passionate about using his platform to advocate for more inclusive marketing strategies. The programmatic professional believes that the future of advertising lies in embracing cultural diversity, allowing brands to engage with consumers impactfully and authentically.

5. Anthony Diaz, Director of Digital Revenue & Ad Operations, TED Conferences

Pioneering Innovation in Digital Revenue Strategies

Anthony Diaz has spent over 15 years shaping the digital advertising space, and his current role at TED Conferences focuses on optimizing workflows and maximizing revenue opportunities. His previous experience at companies like Viacom and Sports Illustrated has equipped him with the knowledge to lead complex digital strategies.

Embrace Challenges as Opportunities for Growth

“If I could give my younger self any advice, it would be to appreciate the challenges and obstacles in your career — they’re the best teachers. Each setback offers a lesson that contributes to long-term growth, personally and professionally. In the ad tech space, especially for underrepresented communities like ours, it’s vital to see each challenge as an opportunity to innovate.”

Anthony believes diversity and representation are essential for talent development and key drivers of innovation. The digital media leader says diversity in the workplace leads to more innovative solutions. He’s passionate about mentoring the next generation of Hispanic professionals, ensuring they have the support and opportunities to thrive in an ever-evolving industry.

6. Rebeca Medina, Sr. Digital Engagement Manager, Campari

Driving Engagement with Data and Creativity

Rebeca Medina has carved out a niche in the digital marketing world, blending creativity with data-driven insights to engage consumers. As Sr. Digital Engagement Manager at Campari, she leads initiatives that are as data-informed as they are innovative, ensuring that the brand connects with its audience on a deeper level.

Bring Your Unique Perspective to the Table

“One piece of advice I’d give my younger self is to lean into your unique background and experiences — they are your strengths. Don’t be afraid to share your insights, even if they challenge the status quo. And while you’re working hard, don’t forget to take care of yourself. Maintaining a balance between professional ambition and personal well-being is essential for long-term success.”

Rebeca is dedicated to showing that diverse perspectives, particularly those from the Hispanic community, can fuel innovation and creativity in marketing. Her goal is to create campaigns that resonate with consumers and reflect the diversity of the world. She believes that companies that prioritize diversity will ultimately be the ones that drive the most creative and impactful change in the industry.

7. Dennis Paredes, Director of Performance Marketing, WMX

Mastering Performance Marketing with a Cultural Lens

Dennis Paredes has spent over two decades perfecting the art of programmatic advertising. As the Director of Performance Marketing at WMX, he leads efforts to ensure that programmatic strategies are both data-driven and culturally resonant, focusing on reaching diverse audiences. Dennis leads programmatic efforts across multiple formats, including video, native, and audio.

Turn Every Challenge into an Opportunity

“My advice to young Hispanic professionals in the performance marketing space is simple: understand every lever that drives performance, and don’t wait for opportunities — create them. Dive deep into programmatic platforms, experiment, and invest in your learning. The ability to navigate different cultures and realities is a superpower; use it to your advantage.”

Dennis continues leveraging his cultural background to create marketing strategies that connect on a human level while delivering measurable results. The performance marketing leader is passionate about mentoring young Hispanic professionals and believes that the future of marketing lies in combining cultural insights with cutting-edge technology. His leadership style encourages curiosity, continuous learning, and pushing boundaries. He’s passionate about mentoring young professionals and sharing the tools they need to succeed in the industry.

8. Kevin Salguero, Director of Programmatic Operations, TelevisaUnivision

Leading with Purpose in Programmatic Operations

Kevin Salguero is a seasoned programmatic advertising professional, overseeing buy- and sell-side operations at TelevisaUnivision. While maximizing the monetization of the company’s owned properties, Kevin ensures that Hispanic audiences are authentically represented in digital campaigns. His work in audience extension and data strategies helps drive deeper connections between brands and Hispanic audiences.  

Representation and Mentorship Matter

“Representation means seeing professionals with stories like mine flourish — not because of our shared heritage, but because of the talent we bring to the table. As Hispanic professionals, we have a unique ability to navigate between cultures, which makes us invaluable in spaces like ad tech. My advice to young Hispanic professionals? Stay curious, learn outside your scope, and find mentors who can guide you — mentorship is key.”

Kevin’s dedication to mentorship is a central theme in his career, and he continues to advocate for more representation of Hispanic professionals in ad tech. His approach to leadership is rooted in continuous learning and giving back to the community. The ad tech pro is on a to ensure that future generations have the tools and opportunities to thrive in the digital landscape.

Paving the Way for Future Innovation

These eight leaders are more than just digital media and ad tech professionals — they are trailblazers reshaping the industry’s future. By prioritizing cultural authenticity, embracing technology, and advocating for diversity, they set new standards for what’s possible. Their stories serve as a beacon for the next generation of Hispanic professionals, proving that representation and innovation go hand-in-hand. As they continue to push boundaries and break barriers, they’re not just driving progress, they’re paving the way for others to follow in their footsteps.

The post 8 Inspirational Hispanic Leaders Shaping the Future of Digital Media and Ad Tech appeared first on AdMonsters.

In the past, ethnicity was simply another audience segment you could pull off the shelf, ready for your campaign. If you wanted to target African Americans, Hispanics, or any other ethnic group, the data was there, and available to use. Fast forward to today, and the landscape has changed dramatically. Ethnicity, alongside many other categories, has been reclassified as Sensitive Personal Information (SPI). What does this mean for marketers? A lot. And if you’re not paying attention, it could be catastrophic for your campaigns and your brand.

The Shift from Assumed to Explicit Consent

The days of assumed opt-ins — think cookie banners — are over. Today’s privacy landscape increasingly demands explicit opt-in. The difference is significant, yet many players in the agency world and data market still fail to understand this distinction. If you’re using SPI data, you need explicit user consent, period. This isn’t just about collecting consent; you must also ensure the user can opt-out.

Furthermore, data consent must be used in the context in which it was collected. You can’t collect explicit consent in one place and then sell or trade that data for use elsewhere. Yet, this is the problem many platforms face today. Why? Because they lack direct interaction with consumers.

The Problem with ‘Headless’ Platforms

Headless platforms are like data warehouses — they store information but lack a consumer-facing interface to collect or manage consent. Over the last two decades, data management platforms (DMPs), supply-side platforms (SSPs), demand-side platforms (DSPs), and similar services have played pivotal roles in media and advertising. However, these platforms often operate without direct consumer interaction, meaning they can’t collect opt-ins or manage opt-outs. By definition, SPI data should not be processed by these platforms — yet no one seems to be addressing this issue.

Some platforms have started removing these categories altogether in an attempt to self-regulate. However, this approach is inconsistent and insufficient. It also leaves a gaping hole in the market for the Fortune 500 companies that rely on this data to market efficiently.

A Market at Odds

Consider this: over 40% of the U.S. population identifies as part of a minority group. Yet the very data needed to market to these groups is rapidly becoming unavailable or unreliable. The conundrum? There’s never been a greater appetite to market to different ethnicities, but the tools to do so have never been weaker.

Bad actors are partly to blame. Predatory marketing practices, such as targeting low-income multicultural groups with unfair lending products, violated the Fair Lending Act. This is why categories like household income and ethnicity are no longer available on platforms like Meta.

What Can Marketers Do?

1. Stay on Top of Privacy Policies: With privacy regulations in constant flux, it can be overwhelming. My advice? Focus on following the opt-in. Wherever new requirements for explicit opt-ins emerge, you can be sure that marketing to those groups without this consent will expose you to liability.
2. Choose Partners with a ‘Head’: A key way to ensure compliance is by selecting data partners with a user interface. If a platform has no direct relationship with the consumer, it can’t collect or manage explicit consent. No head, no consent—simple as that. Don’t be fooled by the “privacy-first” jargon that’s become all too common in marketing.
3. DE&I Is Not an Exemption from Compliance: Many brands are pushing their DE&I initiatives by directing ad spend to minority-owned organizations, which is commendable. However, if those same brands aren’t checking whether the data used in those campaigns is opt-in compliant, they’re inadvertently fast-tracking their liability. A DE&I SSP should be able to manage both opt-in and opt-out consent to protect the brand.
4. Treat SPI Like Health Data: Sensitive Personal Information is much like healthcare data. Most of us understand that when marketing in the healthcare space, compliance with HIPAA is mandatory. The same principle should apply to SPI. Treating SPI data with the same level of care ensures that your marketing strategies meet the explicit consent requirements.

Exclusion Isn’t a Strategy

Too often, I’ve had conversations with brands and agencies that end with them saying, “We’re excluding this (SPI) category for now.” This approach is not a long-term solution. Exclusion is a cop-out, and more importantly, it’s intellectually bankrupt. Ignoring multicultural audiences due to data compliance challenges is not a strategy — it’s a missed opportunity. Any self-respecting brand that thinks excluding 40% of their audience is a good idea should ask themselves: what’s the alternative? A campaign so vanilla it appeals to no one? Brands should demand more from their agencies and teams if this is their approach.

Since early 2023, over 17 states have enacted privacy laws that address consumer inclusion around ethnicity, religion, sexuality, and union membership. This trend is not reversing. It’s vital for brands and agencies to overcome inertia and adopt new strategies and tactics. Progressive brands must take the lead, holding their agencies and partners accountable. There is enormous opportunity here for those willing to lead from the front.

The post Navigating the New Rules of Marketing to Multicultural Audiences appeared first on AdMonsters.

PinkNews, a leading LGBTQ+ news and entertainment platform, partnered with OpenWeb to create a safer, more engaging space for its audience. Together, they are driving deeper user engagement while building robust first-party data. 

Through this collaboration, PinkNews is reaffirming its commitment to cultivating a supportive and respectful environment for its readers and strategically expanding its loyal user base. In today’s digital media landscape, publishers must focus on understanding and growing  their audience. 

“Our partnership with OpenWeb has empowered us to build an engaged and loyal readership—a key part of our growth strategy,” explains Sarah Watson, Chief Product Officer of PinkNews.

OpenWeb’s scalable content moderation technology has enabled PinkNews to expand its commenting feature to all visitors, resulting in a 200% increase in new registrations — a significant shift from its previous policy of limiting comments to paid subscribers.

In an AdMonsters exclusive interview, Watson highlights how important it is to listen to your consumer base. 

Andrew Byrd: Can you share more about the strategic decision behind partnering with OpenWeb and how it aligns with PinkNews’ overall growth and community engagement goals?

Sarah Watson: PinkNews has an incredibly vast and loyal user base across its various owned and operated platforms and social channels. Therefore, it was important for us to create a sense of community on our site.

In the past, we’ve enabled our readers to comment on articles and engage with one another, but maintaining a safe environment and keeping conversations civil with man-power alone became more and more of a challenge. By partnering with OpenWeb, we were able to relaunch commenting capabilities and reestablish open discussion and debate on topics and articles that our audience is passionate about. OpenWeb removed the heavy lifting of content moderation, enabling us to spend more time doing more exciting things, like analyzing discussion topics for future articles, joining conversations, and being entertained by our passionate readers.

AB: How has integrating OpenWeb’s AI-powered community experiences transformed how PinkNews engages with its readers?

SW: Given the incredibly high engagement levels we see across our social platforms, we were keen to create a safe space for our readers to interact with one another on the website and apps. Partnering with OpenWeb has helped us cultivate meaningful user engagement, boosting key metrics such as time spent on site, page views, and user lifetime value.

AB: Given that comments were previously limited to paid subscribers, what impact have you seen from opening comments to all visitors, especially regarding user engagement and loyalty?

SW: In a recent Reader Survey, which we run regularly, our readers already told us they were keen for comments to be released from the paywall.

They spoke, we listened, and we’re glad we did, as we saw an instant spike in registrations, and engagement with comments has continued to grow WoW ever since.

AB: Building robust first-party data is crucial for publishers. How is this partnership helping PinkNews enhance its first-party data collection, and what benefits are you seeing from this data?

SW: At PinkNews, several features are currently available to readers registering an account with us. These include a hand-curated daily newsletter, the ability to save articles, and now commenting. Our ethos is to only ask for data from our readers if we give something back in return, and the data we collect is minimal.

We want to create a unique and engaging experience for every reader, so by knowing a bit more about them, we can curate our content to suit them and engage with brands that are looking to target specific audiences with specific brand affinities or characteristics.

AB: Could you elaborate on the 200% increase in new registrations since partnering with OpenWeb? What factors have driven this surge, and how do you plan to sustain it?

SW: We have a highly engaged and loyal community, and we could see from our social channels that people were keen to start healthy discussions with one another. By removing the paywall from comments, we saw an instant surge in usage as there was no longer a barrier to entry. The registration process is very simple and straightforward, and there are no limits on how many times people can comment. All we ask for is that our readers keep things civil. 

AB: What specific challenges has PinkNews faced in fostering healthy conversations online, and how does OpenWeb help you overcome these challenges?

SW: PinkNews is not alone when it comes to facing moderation challenges. The vast majority of our audience wants to share opinions and have civilized discussions. Still, there’s a small subset of people and a large number of bots who see an open commenting field as an opportunity to spread misinformation and hate speech.

Through our partnership with OpenWeb, we are using technology to help us differentiate those individuals (whether human or bot) so that we can create a sense of community without alienating or upsetting our loyal readers.

AB: How do you see the partnership with OpenWeb evolving, and what future initiatives or goals do you hope to achieve together?

SW: Our partnership with OpenWeb has empowered us to build an engaged and loyal readership—a key part of our growth strategy. Thanks to their moderation technology, we’ve opened our comments to all users while ensuring conversation remains respectful and productive.

OpenWeb has a number of other initiatives that we’re keen to explore, which align with our goal of continuing to engage our readers and encourage repeat visits to our website and apps.

The post How PinkNews Leveraged OpenWeb to Boost User Engagement and Data Collection appeared first on AdMonsters.

Navigating these complex challenges is essential for maintaining trust with consumers and brands.

Unique publishers (diverse, small, and niche) must navigate these complex waters to maintain their competitive edge in an industry where data privacy and transparency are under intense scrutiny. According to Jamie Barnard, CEO of Compliant, “The ad tech ecosystem was never built for privacy,” making it especially challenging to retrofit existing systems.

These smaller players are vulnerable, with privacy concerns mounting and regulations becoming stricter. They may not attract the same advertising spend as larger entities. Still, compliance with privacy laws is critical—not only for legal reasons but also for preserving their relationships with advertisers.

During our conversation with Jamie Barnard aboard a yacht in Cannes—over cheese and pepperoni—we discussed how brands and agencies can support unique publishers in navigating compliance challenges. He stressed the importance of adapting to the rapidly changing landscape. “Those who fail to adapt will find themselves in precarious positions,” Bernard warned. By approaching compliance as a collaborative effort between publishers, brands, and consumers, these publishers can create bespoke advertising experiences while upholding essential privacy principles.

Why Building Strong Compliance Models Matters More Than Ever 

Developing robust compliance models is no longer optional for unique publishers, it’s essential.  These models should go beyond merely responding to current regulations. They should be proactive frameworks anticipating future changes. Flexibility and adaptability are key to ensuring these publishers can withstand the inevitable shifts in the regulatory environment.

Creating a culture of compliance involves more than simply adhering to rules. It requires a deep understanding of privacy and data protection. This is particularly crucial given the widespread use of third-party tracking and data leakage — practices increasingly under scrutiny. As awareness of these issues grows, larger brands and consumers demand higher transparency and accountability from their partners.

“In our industry, where trust is everything, compliance is the foundation,” Bernard said. “When we approach compliance as not just a checklist, but a genuine commitment to our audience’s well-being, we unlock the potential for deeper connections and long-lasting loyalty.”

Publishers must go beyond compliance to educate their teams and stakeholders on this importance. By cultivating a culture of awareness and diligence, they can embed compliance into every facet of their operations. This shift will mitigate risks and bolster the publisher’s reputation in an industry where consumer trust is increasingly paramount.

Ad Tech’s Role in Adapting to Regulatory Changes

The ad tech industry’s transformation is largely driven by the need to comply with evolving privacy laws. While these changes may seem reactive, they present new opportunities for innovation in both technology and operational practices. With Google’s new 3PC consent framework, smaller publishers have a huge role in reshaping the industry standards moving forward. 

Smaller publishers should leverage technology as a compliance tool to take advantage of this shift. For example, artificial intelligence and machine learning can monitor data practices, identify potential compliance issues, and automate consent management processes. These technological advancements not only streamline operations but also enhance the precision and effectiveness of compliance efforts.

 As regulatory demands evolve, ongoing education and experimentation are crucial. Publishers should stay informed about the latest trends and changes, adapting their strategies as necessary. Abrupt changes brought about by decisions like Google’s back-and-forth dance with turning off third-party cookies, serve as a stark reminder of how quickly things can shift. 

Continuous learning should be embedded in the organizational culture, positioning compliance as not just a set of rules but as a dynamic practice driving industry evolution. With the U.S. regulatory environment beginning to catch up with the EU’s more stringent standards, the pressure to adapt has never been greater. As Bernard pointed out, education, transparency, and consumer empowerment must be top priorities for publishers moving forward.

The post The Ad Tech Ecosystem was Never Built for Privacy appeared first on AdMonsters.

Every June, we see the same phenomenon take over corporate social media accounts – logos changed to accommodate rainbow designs and messaging that celebrates members of the LGBTQIA+ community. Sometimes, those rainbow messages are authentic, but sometimes, they are a marketing tactic.

This shift in June marketing presents a conundrum for those of us who are LGBTQIA+; while support of our marginalized community is important, so too is making sure not to fall for rainbow propaganda from corporations who don’t show any care for queer folks the other 11 months of the year. This tactic is rainbow-washing, which has become more prevalent in recent years. 

It is a crucial time for LGBTQIA+ rights, particularly for transgender rights, as laws are being put in place around the country to restrict the way trans people use public spaces, such as restrooms. It’s incredibly important for companies who believe in LGBTQIA+ rights to speak up. Yet, many are shying away from expressing support either from fear of conservative backlash (remember what happened with Target’s Pride collections last year?) or of accusations of rainbow-washing.

I had the pleasure of chatting with Phil Schraeder, the openly gay CEO of GumGum, about the challenges facing our LGBTQIA+ peers and how companies and individual leaders can be better allies. 

Rainbow-Washing: What is it and Why is it Bad?

When a brand only lends its voice to queer causes in June as a marketing tactic, that’s rainbow-washing. While LGBTQIA+ people are glad to see their causes triumphed, they are more likely to spend money with companies who are supporting them all year round. Gen Z, almost a third of whom identify as LGBTQIA+, are particularly interested in accountability and will not hesitate to call out what they see as performative activism. 

“LGBTQIA+ people understand Pride is an important time for businesses to say they support, show some love, and drive sales. And we love that because we agree we need these larger activations to get picked up and shared. Pride Month offers an opportunity to do that and we appreciate the brands who are there for us in that month,” Schraeder says. 

The problem is when companies are targeting queer folks simply for their wallets without any other evidence that they care about LGBTQIA+ causes. Schraeder notes that a large part of our community has spending power because they are DINKs (that is, Double Income, No Kids). 

Queer people are also known trendsetters and influencers, which is beneficial for brands, yet LGBTQIA+ publishers still face ad spend inequality. LGBTQIA+ people are paying attention to what corporations are doing with their money and messaging outside of Pride Month. If a company’s activism feels performative, it may actually make their marketing backfire. 

Avoiding Performative Activism: How Can You Make a Real Difference?

Some companies have pulled back from Pride Month advertising because of fear of backlash from conservative consumers, and some have pulled back because of accusations of performative activism and rainbow-washing. Many of these latter brands are trying to hold themselves accountable and be better allies. 

Schraeder notes that deepening your awareness of how you show up for LGBTQIA+ individuals all year long can not only help with queer allyship; it can also spark larger marketing strategies that are inclusive of other non-majority groups. “I want to approach the conversation with a sense of thoughtfulness, education, and learning. For GumGum, I will talk about why I love our technology so much. Ask questions like, ‘Who are you partnering with to bring solutions to life, and  are they inclusive in the tech that they do?’” Schraeder shares. 

Queer people are not a monolith, and we don’t all have the same hopes for what ideal marketing looks like. People will inevitably criticize corporations for not doing enough to help marginalized communities, regardless of the reality. However, if you’re doing the foundational work to uplift diverse voices and work with folks who champion diversity when developing their solutions, that matters more than a snap judgment from outside. “Don’t give up if that’s really what you believe you stand for,” Schraeder insists. 

It’s also not realistic to think as a brand you can be everything for everyone, and even brands that care a lot about a variety of causes must sometimes pick and choose which causes to give more time and energy to. GumGum, for example, takes the approach of equity versus equality, spending time to support each cause it cares about when the need is greatest, which leads to incremental advances for many non-majority groups over time. 

Supporting LGBTQIA+ Employees All Year Long

We all want to be seen and accepted for who we truly are, especially folks who identify as members of non-majority groups. Schraeder advises leaders, LGBTQIA+ or not, to show up authentically for all team members and lead with intention. 

“The number one thing is to show up. You’re probably organizing events for Pride, and seeing that you’re there and wanting to learn is a big deal for your employees,” says Schraeder. It’s also important to advocate for programming and diversity initiatives that support members of non-majority groups throughout the year. 

Another thing Schraeder personally does is “consciously influence confidence.” He makes sure to acknowledge non-majority voices and offer positive feedback when those employees share ideas. He also keeps himself as accessible as possible and encourages employees to speak their mind to him, even if they are bringing hard truths to his attention.

“I think, especially now, as leaders in advertising technology, where one-third of Gen Zers  identify in the LGBTQIA+ community, not only are they consumers buying your products, but they’re your future leaders. They’re the drivers going forward. They understand the importance of authenticity and are looking for that visibility. They are looking for that value. They want to see your vulnerability. They need that, and they’re looking at places within work to provide that for them,” Schraeder shares. 

In our industry in particular, being cognizant of these issues is going to help not just your employees but also your sales. We all want to be marketed to as individuals with unique tastes and experiences, and connecting to people is a critical component of ad tech. Schraeder explains, “If you don’t understand how to work through your own fears and biases to connect with others, that’s not going to be sustainable, particularly with Gen Z and future generations. It’s okay to not know. It’s okay to be a leader and be uncomfortable.”

We are all human, and we will make mistakes as we navigate uncomfortable situations. Treating employees with kindness and respect and opening ourselves up to new ideas and perspectives is the key to making everyone feel valued at work and beyond.

The post Breaking the Cycle of Rainbow-Washing and Performative Company Activism appeared first on AdMonsters.

We are living in a time when some consider elevating diversity a lost cause, but organizations like BRIDGE help to keep DEI&B alive. Their focus is literally on helping companies bridge the inequity gaps we often see amongst underrepresented communities. 

“How can inclusion become a practice in your organization? Not just in the workplace, which is focused on talent acquisition and retention, but also across your marketing management and commercial practices?” asks Sheryl Daija, Founder & CEO at BRIDGE. While only some brands may be ready for advocacy, it is crucial to view inclusion from a business practices perspective. This holistic approach ensures companies can genuinely embed DEI&B into their core operations, driving ethical and financial benefits.

As the first independent DEI&B Trade Organization for the global marketing industry, BRIDGE believes that inclusion is not just a moral imperative but also a business necessity. BRIDGE integrates inclusion into traditional workplaces, marketing management, and commercial practices.

“We look at it from the perspective of knowing there’s a moral and a business imperative,” Daija says. This dual approach ensures that inclusion is not a mere checkbox exercise but a fundamental component of a company’s growth strategy.

Measuring Change With IMAX

At the end of last year, BRIDGE launched IMAX, an Inclusion, Maturity, Assessment, and capability-building tool, that offers companies a unique opportunity to measure inclusion maturity across their entire organization.

If a company’s internal inclusion efforts are weak, its advocacy efforts can appear disingenuous and are likely to fail. “IMAX presents companies with a first-of-its-kind opportunity to measure inclusion maturity across an organization,” Daija explains. 

“We believe all companies should advocate for the communities they serve and be intentional and authentic about it. We want to be careful that companies aren’t out there doing advocacy work if their own house isn’t in order because that’s when it starts to fall apart potentially,” 

Daija emphasizes. “With IMAX, companies can use its structured approach to identify their strengths and weaknesses in inclusion. For instance, companies like Campbell’s have piloted IMAX to compare brands within their portfolios. This comparison revealed varying levels of inclusion maturity among brands, highlighting areas where inclusion competencies could be better applied. “They knew that they had a core competency in their organization that wasn’t being applied against all of their brands,” Daija explains. This insight allows companies to address gaps and strategically enhance their overall inclusion efforts. 

Developing IMAX: Goals and Framework

At its heart, IMAX is about elevating the roles of Chief Diversity Officers (CDOs) and their impact on business. “CEOs need to recognize that their CDOs are the hidden gems that can create a huge business impact,” says Daija. Over the years, Daijia has engaged with numerous CDOs, understanding their challenges and potential contributions to business growth. This exposure was instrumental in shaping the creation of IMAX.

In collaboration with academics from Emory University, the University of Georgia, and Indiana University, IMAX was developed to help companies understand how inclusion can become a business practice and ultimately a brand metric. “Through our  Voices of Inclusion research, we discovered one of the big gaps in our industry was understanding what business practices contribute to equities and inequities in the marketplace,” Daija notes. This foundational research informed the development of IMAX, ensuring it addresses real-world challenges companies face.

IMAX’s importance was further solidified by the Voices of Inclusion research program by BRIDGE. By interviewing CEOs, CMOs, and CDOs, BRIDGE gathered insights into the practices contributing to equity or inequity in the marketplace. “We decided to do a research program called Voices of Inclusion, where we interviewed CEOs, CMOs, and CDOs to understand what approaches and practices were contributing to either equity or inequity in the marketplace,” Daija explains. These insights were crucial for designing a tool to assess and enhance organizational inclusion capabilities.

Success Stories and Practical Applications

The transformative power of inclusion as a business practice is highlighted in several success stories. Fenty Beauty, for instance, recognized a gap in the marketplace and has now become a billion-dollar company. Similarly, Tristan Walker’s Bevel addressed a specific health and beauty need for Black men, turning it into a $40 billion company that P&G later acquired. “Tristan created a company around a single-blade razor, thus closing that inequity,” Daija says, emphasizing how addressing specific community needs can lead to significant business success.

Moreover, IMAX’s flexibility to operate at company and brand levels allows for tailored inclusion strategies. Companies can assess and improve inclusion practices across the entire organization or within specific brands, depending on their unique needs and goals. This adaptability ensures that IMAX can drive meaningful change in diverse organizational contexts.

DEI&B and The Power of Authenticity

“If companies want to build their cultural competency, they must look at the people they are with and the communities they spend time in,” Daija advises. This approach is particularly crucial for marketers to engage authentically with diverse communities. By immersing themselves in different cultures and experiences, companies can develop a deeper, more genuine understanding of the audiences they serve.

“Diversity without inclusion is performative,” the CEO asserts, highlighting a critical challenge in DEI&B efforts. She criticizes the over-reliance on heritage months as the core of DEI&B activities, often leading to performative actions rather than genuine inclusion. “We’ve fallen into the trap of heritage months as being the center of DEI&B efforts.” For inclusion to be authentic, companies must build cultural competency and understand different lived experiences.

From a media perspective, Daija stresses the need to move beyond simplistic demographic categorizations. “We need to start thinking about the world as people, not just demographics.” This shift requires recognizing individuals’ complexity and multifaceted nature, which can lead to more effective and respectful marketing strategies. According to Daija, authentic inclusion demands the same rigor and strategic thinking as any other business practice.

The Role of Media in Shaping Attitudes About DEI&B

Media plays a significant role in shaping perceptions of diversity and inclusion. At BRIDGE, there is a strong belief in reconstructing how media is bought and sold, which better reflects inclusive practices. “We need to deconstruct what’s not working and reconstruct the right model,” Daija asserts. This effort has led to the launch of an inclusive Media Marketing Development Committee, including major brands and agency holding companies.

This committee aims to address the systemic media buying and selling issues perpetuating exclusionary practices. By bringing together diverse stakeholders, BRIDGE is working to develop best practices and standards that promote genuine inclusion. “We’ve convened an inclusive Media Marketing Development Committee of over 50 companies, brands, all the agency holding companies, and platforms so that we can now deconstruct what’s not working and reconstruct what we think should be the right model,” Daija explains.

Daija envisions a space where inclusion is not an afterthought but a fundamental component of strategy. “Inclusion should have the same rigor and strategy as any other business practice,” says Daijia. This commitment to rigorous, authentic inclusion sets a new standard for the industry, demonstrating that ethical practices can drive significant business success.

The post Bridging the GAP: Driving Results with BRIDGE appeared first on AdMonsters.

Soyeong Park was originally born in Seoul Korea, but a significant move to Spain brought her unique and diverse perspective. This experience was a catalyst for her continued curiosity about different cultures and traditions, shaping both her personal and professional life.

Park’s professional path took her from Georgetown University and Northwestern University to a role at Williams-Sonoma, where she honed her expertise in data-driven marketing. Currently, Park works at Sam’s Club Member Access Platform (MAP), where she heads the Measurement, Insights, and Data Strategy (MINDS) team. Park also earned the honor of Data Demistifyer as a 2024 AdMonsters & AdExchanger Top Woman in Media & Ad Tech honoree.

We got to speak about her passion for retail, data, and marketing, how her ad tech journey led to her current role and how the industry has evolved over her career. 

Andrew Byrd: Can you tell me a bit about your upbringing, where you’re from, and how that influenced the person you are today? 

Soyeong Park: Born in Seoul, Korea, my early life was marked by a family move to Spain for my father’s job. I was 11 years old then, and this move presented a unique opportunity to experience a multicultural environment. While in Spain, my family and I maintained our Korean culture and traditions at home. I also attended a local American high school, which allowed me to experience the Spanish way of life.

After high school, I moved to the United States to pursue my undergraduate degree in Business at Georgetown University. Following my undergraduate studies, I attended Northwestern University where I pursued a master’s degree in business Statistics and Data Analytics.

Looking back, it is undeniable that my family’s move to Spain was a transformative chapter in my life. That multicultural experience continues to shape me today both personally and professionally. Living in Spain gave me a global mindset at an early age. I continue to be curious about different traditions and ideas, and I enjoy meeting new people and learning about their cultures and backgrounds. 

AB: How did you start working in the ad tech and digital media industry? Most people seem to stumble upon the industry. Is that your experience? 

SP: My first job in the US was at Williams-Sonoma Headquarters. The company was highly progressive at the time, using data-driven marketing and digital media. I was with Williams-Sonoma for 13 years. This is where I gained a deep understanding of data-driven marketing; this included A/B testing, customer insights, hyper-personalized targeting, measurement and attribution models, digital marketing, customer journeys and loyalty, among others. 

I started at Williams-Sonoma as a data analyst and later led the centralized marketing data and analytics organization, supporting all seven brands by Williams-Sonoma and Pottery Barn. 

When retail media emerged, it was an obvious choice for me to explore. Retail media presents the perfect blend of my three favorite areas – retail, data, and marketing. 

AB: You now work at Sam’s Club Member Access Platform (MAP). Can you share more about your role and responsibilities there? 

SP: For the past two years, I have been leading the Measurement, Insights and Data Strategy (MINDS) team at Sam’s Club MAP – a role I love. This position allows me to apply a diverse range of skills and knowledge that I have gained from my previous roles. These include management consulting at BCG, marketing decision science and customer insights at Williams-Sonoma, and data strategy at Workday. 

At Sam’s Club MAP, I get to build strategic differentiators including our deep first-party members insights and closed-loop measurement which are both made possible by Sam’s Club’s membership model. The combination of member insights and measurement helps our advertisers achieve their business goals. 

AB: With your extensive background in omnichannel retail and digital media, how have you seen the industry evolve over the past decade?

SP: It’s incredible to see the rapid growth and evolution of the retail media industry. Many retail media networks have seen two major evolutions. The first phase of retail media was centered on onsite media and first-party data. The second phase aimed to enhance onsite media capabilities with offsite extensions for broader reach and frequency. Currently, industry leaders, including Sam’s Club MAP, are actively preparing for the next phase by integrating in-store media and developing a truly omnichannel media offering for advertisers.

AB: I’m sure you are a leader and mentor to upcoming ad tech professionals. What leadership lessons have you learned from your experiences throughout your professional career?

SP: Stay curious and never stop learning. This will make your career more enjoyable and exciting. Embrace ambiguity by exploring innovative ideas and creating new rules that work for you!

AB: Any final advice for upcoming ad tech and digital media professionals?

SP: There is so much innovation ahead. It is an exciting time to be in ad tech and media. Immerse yourself in the industry and strive to become an expert in what you are passionate about. 

The post AAPI Heritage Month Spotlight: Soyeong Park’s Journey from Seoul to Ad Tech Leadership appeared first on AdMonsters.

Rowena Lam’s journey in ad tech has not followed a direct path. She began her career in digital marketing and eventually found herself in the world of privacy. Now, she is Senior Director, Privacy & Data for IAB Tech Lab and is a 2024 Top Women in Media Honoree in the “Privacy Powerhouse” category. 

As she’s progressed in her career, Lam has gone from thinking her AAPI heritage was something to overcome to understanding the power of bringing a unique perspective to the table. It is precisely because of her upbringing and her unconventional journey through the ad tech space that she has the knowledge she does and can share it with others. 

You’ll find her at next month’s AdMonsters Ops speaking at a session titled “Cookieless Conundrum: Crafting the Interoperable Identity Puzzle.” Read on for a bit about how Lam got to where she is today and a teaser of what she’ll be speaking about at the conference.

Growing Up a Child of Immigrants in NYC

Lam was born and raised in NYC to two immigrant parents who came to the United States from China. Her parents believed in the American Dream and worked hard for it – her mother was a seamstress, and her father was a factory worker. “We were not well off but always had everything we needed, and my parents were able to purchase a home. Watching them work as hard as they did to achieve their American Dream instilled in me the importance of working hard for the things that I want,” Lam shares. 

Also driving her was the tenacity and grit ingrained in her from a young age as a resident of NYC. Lam partially credits New York for developing her work ethic and giving her the belief that she could do anything as long as she worked hard to accomplish it. It also helped her see the power of diversity. 

“Growing up in NYC also meant that I was exposed to diverse communities, which has informed a core value of empathy that I carry with me personally and professionally. Personally, I feel like it’s helped me be a better friend, a better partner, a better human. Professionally, I feel like it’s helped me be more effective as a teammate and leader,” she says. 

Fully Embracing Her AAPI Heritage 

Though she was surrounded by diversity in NYC, for a while, Lam resisted the urge to embrace her heritage as part of her professional identity, opting instead to identify first as a New Yorker and a member of the AAPI community second. 

“I wasn’t exposed to many AAPI, and even more specifically, AAPI women in leadership positions early in my career. I felt like I needed to set aside my AAPI heritage in the workplace. I often felt that I needed to prove myself, and my heritage felt like something I had to overcome to succeed,” she shares. 

With time and the help of mentors, she began to show up as her full self, but it did not happen overnight. Lam believes mentors are crucial for bringing more diverse candidates to the ad tech industry. 

She asserts, “You will often hear about giving people of diverse backgrounds a seat at the table or allowing them to be in the room. That’s a start, but in my opinion, it’s not enough.” The complexity of our industry makes it difficult to simply throw someone in and hope they succeed. Mentors can help you navigate the industry and build relationships. They can also instill confidence. 

"You will often hear about giving people of diverse backgrounds a seat at the table or allowing them to be in the room. That’s a start, but in my opinion, it’s not enough."

Lam notes that diverse upbringings can lead to cultural differences in how we learn and thrive, but celebrating these unique perspectives is vital to building an environment where everyone feels included. 

From Digital Marketing to Privacy Powerhouse

The journey from digital marketing to working in privacy for IAB Tech Lab was not linear. Lam started her career in email marketing for Publisher’s Clearing House’s Play & Win properties. She quips, “Fun fact, I have actually participated in delivering one of those giant checks to a winner!” She then began working with content on the company’s sites. 

She left PCH to work for a startup company developing free-to-play, advertising-supported casual games. She worked in marketing there but also wore other hats, as often happens when working for a startup. One of those hats involved helping to build the product itself. 

“That’s really where I found my love for building products – both consumer-facing and advertising-related. From there, I leaned into the product and haven’t looked back,” Lam shares. 

She “stumbled into” working in privacy, which Lam notes is common in the field. For her, it was thanks to new privacy regulations and platform changes affecting the product roadmaps she was working on. When she saw how privacy changes affected her company, she felt it was a microcosm for what would happen throughout the ad tech industry. 

“I joined Tech Lab to focus on privacy because after having been fairly in the weeds on addressing privacy changes in products at an individual organization, I realized that addressing privacy issues would fundamentally affect how digital advertising and digital products work. I wanted to help the broader industry navigate these complexities,” she explains. 

Receiving Recognition for Hard Work 

Lam’s status as a “Privacy Powerhouse” has earned her a spot in the 2024 Top Women in Media Awards as an Honoree, an accolade that she does not take lightly. “I think it’s so important to celebrate and empower the women who are impacting the industry. Being included on this year’s list of Top Women in Media is humbling. I’m very proud of the work that I’ve done and feel so honored to be recognized for it,” she shares. 

Does she have any advice for other women in the industry on how to stand out and make a difference? “Something that I would say to other women in the industry is that our perspective and our voices are important. Show up authentically, and don’t be afraid to have an opinion,” she states. 

In addition to being a Top Women in Media Honoree, Lam will be speaking at AdMonsters Ops in the “Cookieless Conundrum: Crafting the Interoperable Identity Puzzle” session. This session will tackle many questions about the cookieless landscape, including how to craft your own plan for maintaining compliance without losing revenue. 

Lam previews what she’ll be speaking about, noting, “I’m excited to be speaking at this year’s Ops event talking about addressability sans cookies. I’ll be covering what options are available today, including ID solutions, ID-less solutions, challenges and benefits of the various options, and the role PETs and other emerging technologies play in all of this.”

The post NYC Native Rowena Lam’s Journey from Digital Marketing Maven to Privacy Powerhouse appeared first on AdMonsters.