Multicultural Targeting in Programmatic Media with Iesha White




October 13, 2023


Iesha White is a programmatic media expert with over 10 years experience working for companies like Tinuiti, Sony Pictures, Xaxis, PureCars, etc. She walks us through the importance of multicultural targeting in programmatic advertising and how to implement accordingly. We cover some essential discussion points including why a person’s identity isn’t brand unsafe!!!!!!! (yes, we had to explain why excluding keywords such as “black” or “asian” or “queer” is unacceptable and simply wrong!!!). Another important focus was why consider adding multicultural media and how it can affect the bottom line for brands.

Additional resources mentioned in the interview:

● Media Buying Briefing: Agencies expand their DEI goals and offer their expertise to clients ● It’s Time to Dispel the Multicultural Media Scale Myth [Source: AdWeek]

● Black Media Is Being Hurt by Agency Blocklists [Source: AdAge]

● Diverse-owned publishers say they’re still educating advertisers about their audiences [Source:Marketing Brew]● Combating Corporate ‘Pinkwashing’ During Pride Month With Mutual Aid []

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Hélène Parker has over 10 years of experience in programmatic media buying, servicing agencies and brands in activation, strategy and planning, and leadership. She now dedicates her time to recruiting and training programmatic traders while consulting companies on how to grow and scale a programmatic department.

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At Helene Parker Consulting, we provide training and media buying.


00:00:25 –

00:01:35 – Leave us a review on iTunes

00:02:10 – Meet Iesha White

00:05:45 – How She Landed in Programmatic (super interesting story 😅🤣!)

00:11:01 – Shoutout to Gabriel Cohen at Magnite

00:11:50 – The Importance of a diverse team, how it influence my career

00:12:45 – Black People, Queer are often blocked for brand safety reasons, wtf??

00:15:22 – What, How, and Why multicultural targeting is important

00:17:02 – Less than 7% is spent in multicultural media where 40% of the US population is.

00:19:52 – Black owned media ain’t interested in programmatic and prefer direct deals

00:23:03 – Best practices: what you should do

00:25:17 – One’s identity isn’t brand unsafe

00:27:05 – Reaching out to your DSP team to fix it!

00:27:05 – Reach and Frequency™️ program is looking for partners to offer internships/employment

00:32:15 – Why consider spending on diverse/multicultural media

00:37:55 – Targeting strategy

00:40:01 – Actionable insight for buyers/brands

00:44:35 – Iesha’s Word of Wisdom

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Guest Information:

Iesha White

Email | LinkedIn

Meet Our Team:

Hélène Parker – Chief Programmatic Coach

Website | LinkedIn | Twitter | The Reach and Frequency™️ Course

Programmatic Digest – Youtube | LinkedIn | Instagram

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