Group Black, one of the largest collectives of Black-owned media and diverse creators, and Magnite, the world’s largest independent sell-side advertising platform, announced their collaboration to help Black-owned media scale their programmatic offerings. The joint effort aims to produce an increased revenue engine for these Black-owned brands while also strengthening the value proposition for companies who choose to work within Group Black’s collective.
One of Group Black’s goals is to create a more equitable media landscape and to open up opportunities for Black-owned brands to scale at a rate larger than ever before. Combined with Magnite’s advertising technology that functions across every channel and format including desktop, mobile, audio and video , Black-owned publishers will be able to harness the power of the Magnite platform to create scaled solutions for brands who want to advertise with Black-owned media.
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Thousands of omnichannel publishers around the world utilize Magnite’s technology to manage and monetize their advertising. By working with Group Black, minority-owned publishers have access to measuring systems that were not accessible to them previously.
“Collaborating with Magnite aligns perfectly with one of our key missions at Group Black, which is making the purchasing of Black-owned media easier to do at scale,” says Kerel Cooper, President of Advertising at Group Black. “As the largest independent supply side platform, Magnite has the technology and established relationships to aid us in making that vision a reality.”
“We are thrilled to support Group Black’s mission by providing Black-owned publishers with programmatic technology and tools, across various digital formats including display, video, CTV, DOOH, and audio, to help more effectively and efficiently manage and scale their advertising strategies,” said Mike Laband, SVP of Programmatic Platforms at Magnite. “Magnite is collaborating with publishers to help create scaled packages for Group Black’s buying community.”
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