She Media is building a new digital advertising program, using Google Ad Manager, that will serve “underrepresented publishers” through what is being called “Meaningful Marketplaces.”
On Friday, She Media announced the new way of buying ads that is meant to support a network of publishers run by groups that have been traditionally marginalized in the internet ad ecosystem. It’s also a programmatic ad market, which means that brands can buy inventory using the same automated technology they use to set up internet campaigns elsewhere. But it is “for advertisers seeking to support Black, Latinx, or LGBTQ+ people, as well as women,” She Media said in its announcement.
The publishers involved are part of She Media’s network of 1,000 websites, which includes independent publishers and creators, so the revenue goes to support their properties.
“We are just turning on the floodgates, where you can actually buy this way” says Samantha Skey, CEO at She Media, “You can say, ‘I only want to buy my media with Black-owned businesses.’ You can say, “I only want to buy media with publishers who identify as Latinx.’”