Pixability, the leader in brand suitability and contextual targeting solutions for advertisers on YouTube, announced the launch of its Inclusive Media Initiative. For the first time, creators will now be able to self-identify the communities that they represent and advertisers will be able to direct their advertising accordingly to the largest network of self-identified diverse creators available. As a result, advertisers can feel confident they are supporting the communities they want to reach while driving greater representation and diversification of their media.
“Launching this initiative is a critical step forward for Pixability and the industry ,” said David George, CEO of Pixability. “We’re passionate about enabling revenue for YouTube creators who produce impactful content and believe these creators should have the power to decide with which communities they identify. Brands, agencies, and the creators themselves overwhelmingly agree and the early adoption we’ve seen by global advertisers validates that.”
Also Read: Viant Announces Inaugural Innovation Event
Over the past several years, there has been a significant acceleration of investment from brands and agencies looking to allocate an increasing percentage of their ad spend to support specific diverse communities. Until now, however, there hasn’t been an easy way for brands to direct these investments at scale to self-identified diverse creators on YouTube.
“We are very focused on initiatives intended to drive success in the diverse creator community,” said Kim Larson, Global Managing Director and Head of YouTube Creators. “ And we’re thrilled that Pixability, one of our first YouTube Measurement Program Partners, has launched this initiative focused on providing diverse creators with an opportunity to drive authentic investment in their channels and more awareness for their communities.”
One of the challenges for advertisers trying to connect with diverse creators is that often brands and agencies are only aware of the largest creators in a particular community, while often there are thousands of lesser known creators also worthy of investment. To address this issue, Pixability solicited a broad range of diverse creators to join the self-identification initiative and, in turn, avail themselves to be included on media plans of advertisers of all sizes. Pixability is partnering with creator companies including Whalar, which is a charter partner, to invite creators to join the Initiative and self-identify.
SOURCE: GlobeNewswire