Huddled Masses Media launches multicultural advertising exchange

Huddled Masses Media, powered by MediaMath, The Cipher Group and The NorthStar Group announced a private multicultural advertising exchange. This opt-in program gives publishers control of their inventory, a user interface, creative and optimization efficiencies, scale and data components, all to the benefit of brands and agencies.

“Huddled Masses is proud to provide the technology and expertise required to empower The Cipher Group, The NorthStar Group, and their team so that all multicultural agencies, clients and publishers have access to this wonderful new offering,” says Huddled Masses CEO Charles Cantu.

David Jones, CEO of The Cipher Group, commented on the versatility and scope of the new exchange: “In addition to having access to 95% of the web’s audience, we have narrowed down our exchange to serve the multicultural audience for advertisers, publishers and agencies. We have chosen an invite-only group of publishers specific to the multicultural audience, as well as targeting by browser, content, device, geography, dayparts, retargeting, focus groups, research and proprietary/custom data. Our data gathering is consistent, as we successfully continue to run campaigns for African Americans, Hispanics, Asians etc., and where we build on what we know about multicultural behavior as it pertains to the digital space.”

Jones continued: “We know where the multicultural audience ‘lives,’ not just based on data, but expertise.  Who better to understand and speak to the multicultural audience than multicultural publishers and marketers? As the US becomes increasingly diverse and the trend of globalization continues to grow, launching this initiative could not be more impactful or relevant.”

L. Londell McMillan, Chairman of The NorthStar Group, says, “As the publisher of two publications with significant multi-media and digital offerings targeted toward a diverse multicultural and general market audience — The Source and Jones Magazine— I value and recognize the importance of advertisers and brands having direct access to the multicultural audience en masse.  This new exchange streamlines the process and provides great value to all parties.”

Optimizing campaigns to reach specific subsets of the audience has been a perennial challenge in online marketing. Now, the multicultural advertising exchange looks to streamline the process for organizations in need of highly targeted, branded messaging. Meanwhile, Huddled Masses Media and The Cipher Group continue to explore new ways to connect marketers with consumers within the online space.