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Unique reach. Better ad recall. More likely to buy your product/service again. More than any other demographic, Black households acknowledge when brands show up. BOMESI (Black Owned Media Equity & Sustainability Institute) houses more than 240 minority-owned publishers, vetted for quality journalism and brand performance. Our model makes for morrunique, lasting impact for every publisher. https://lnkd.in/gCqqYw3r

With great enthusiasm, we'll be spending a few days in Miami – alongside some of the best in publishing today. These things come to mind... Content, Audiences, Identity, Commerce & Monetization. Maybe we can sort out some ongoing issues around MFA, demand quality, ______ side optimization, the shift to managed and guaranteed, the status quo in diversity and belonging, sustainability, instream vs. outsream, authenticated and new traffic, clean rooms and vaults, curation, navigating commerce activations, affiliate, alternative revenues and SEO. If you'll be there, message Michael Gifis and let's find time to meet at Digiday.

Jounce Media has been busy, battling any imbalance they see in the land of programmatic. Millions of brand investment dollars are syphoned by MFA inventory, so they develop quantifiable ways to detect MFA referrers. Another obvious imbalance (similar in that the industry has known, but historically done little to address), an unfair and under-representative share of investment lands with diverse-owned media platforms, talent and creators. To quantify a problem is to solve, and thus it was great to speak with the team at Jounce on how to put their proprietary data to use toward this end. The entire supply chain is looking for quick wins by means of packaging and curating inventory, but in the same process learning of scale challenges and other spend inhibitors, as well as the technical support required to implement partner solutions. Most minority-owned publishers need to invest revenues in other critical areas day-to-day. Jounce's most recent Supply Path Benchmarking report identifies a concentration of demand partnerships with Raptive, Mediavine, SHE Media and other businesses that have have historically operated long-tail publisher solutions, therefore encompassing a greater share of minority-owned platforms – compared to other partners focused on enterprise and/or O&O, and without a similar model for demand extension. Chris Kane suggests that elevating yield by reaching a greater share of diverse media through these platforms (and others) is one collective option we can (and should continue to) choose – but we would add that more is possible by coordinating and partnering directly, effectively going deeper with a pareto efficient / vital number of diverse-owned publishers you've identified as an endemic fit for your brand. Diverse content publishers will command a premium for many more years, as the outsize effect of brand partnership is only reaching so many platforms, and each investment today only begins the flywheel for audience growth and capabilities tomorrow.

Succeeding in omnichannel commerce requires new tact. The IAB and Jeffrey Bustos held a steady forum of experts to collate an overview and best practices, which seems like it was only the beginning of (or simply well-timed with) a new open era of collaboration between publishers, creators, agencies, retailers and omnichannel brands. There is a collective goal and the near-future promise of simplicity. We look forward to reconnecting with this group, and meeting others navigating omnichannel commerce today from different perspectives and through unique experiences. Please message if you'll be there and would like to share some time.