Why Diverse Data Is as Critical as Diverse Media for Multicultural Audiences

By Mario X. Carrasco

U.S. consumer demographics are shifting, with multicultural consumers projected to become the majority by 2050. These audiences drive population growth, influence cultural trends, and wield significant buying power. For programmatic media buyers, it’s clear that effectively engaging multicultural consumers isn’t just an ethical choice—it’s a strategic business imperative.

Yet, despite their importance, the tools we use to connect with these audiences often fall short. While the conversation around diverse media has gained traction, it’s time we give equal weight to an often-overlooked counterpart—diverse data.

The State of Multicultural Media

From Hispanic-focused streaming services to Black-owned publications, diverse media platforms have emerged as powerful channels to engage multicultural audiences. The industry’s push to invest in diverse media is paying off, with more brands dedicating budgets to platforms that authentically reflect the communities they aim to reach. However, while media outlets are the vehicles, the data fueling these campaigns often lacks the nuance necessary to drive authentic connections.

Data Blind Spots in Multicultural Marketing

Let’s address the elephant in the room: Not all data is created equal. Many programmatic campaigns rely on datasets that fail to capture the complexities of multicultural consumers. Generic datasets often rely on outdated assumptions, grouping diverse communities into monolithic categories. For example, “Hispanic consumers” might be treated as a single entity, ignoring the rich diversity of language preferences, generational differences, and cultural nuances within this group.

This lack of specificity leads to missed opportunities. Imagine a campaign targeting bilingual Millennials who seamlessly navigate between English and Spanish. Without granular data that identifies this segment, a brand risks delivering ads that feel irrelevant or, worse, alienating. These blind spots hinder campaign performance and the broader mission of building trust with multicultural audiences.

The Role of Zero-Party Data

So, how do we address these blind spots? The answer lies in diverse data, specifically privacy-compliant data rooted in authenticity. Zero-party data—information willingly shared by consumers through surveys, quizzes, or direct interactions—is a game changer. Unlike inferred or third-party data, zero-party data offers insights directly from the source.

For programmatic buyers, this means the ability to create audience segments that go beyond basic demographics, such as identifying African American homeowners interested in sustainability or LGBTQ+ families seeking inclusive financial services. Programmatic campaigns can achieve greater precision and resonance by starting with strong seed data, ensuring that every impression counts.

Connecting Planning and Activation

One of the greatest challenges in programmatic media buying has been bridging the gap between planning and activation. Survey data has traditionally been used for planning purposes, such as shaping strategy and identifying key segments. However, this data often gets lost in translation when it comes time to activate campaigns.

Diverse data addresses this concern by enabling seamless integration with demand-side platforms (DSPs). For instance, a campaign targeting first-time Latino homebuyers can move from a strategic idea to an activated campaign with minimal friction. This end-to-end connection ensures that the data guiding your strategy is the same data driving your execution.

Connected TV and Diverse Data

As Connected TV (CTV) expands, so does the need for diverse data. CTV offers unparalleled opportunities to reach audiences in a highly engaging format, but its effectiveness hinges on accurate targeting. By leveraging diverse data, ads are more likely to resonate with multicultural viewers because they align with their values and identities, driving deeper engagement and maximizing ROI.

The same principle applies across all digital channels, from display to social. Programmatic media buyers have the tools to layer diverse data onto existing programmatic pipes, enabling campaigns that are not only scalable but also deeply resonant.

The Path Forward

As programmatic media buyers, we have an opportunity—and a responsibility—to push the industry forward. Investing in diverse data is not just a tactical decision, it’s a strategic one. We must ensure that the stories we tell through media reflect the realities of the audiences we serve. By aligning our media strategies with the growing demand for authenticity in advertising, we can drive growth that benefits both brands and consumers.