In a move that’s setting the pace for inclusivity in advertising, Mediavine, the leading full-service ad management firm in the U.S., has teamed up with Sertify, a trailblazing diversity certification network. This strategic alliance aims to transform how advertisers connect with and support diverse publishers and content creators across the digital landscape.
Mediavine is renowned for managing an extensive network of approximately 11,000 publishers and has always been a front-runner in promoting diversity within the advertising realm. The company offers a specialized platform, Uplift, which allows publishers to self-identify as diverse-owned entities. Through this innovative partnership with Sertify, these self-identified publishers will undergo a certification process that not only verifies their claims but also opens up new avenues for business by connecting them more effectively with advertisers who are looking to invest in diversity.
Sertify is revolutionizing the identification and certification of diverse-owned publishers and influencers—including those owned by women, BIPOC, LGBTQ+, veterans, and individuals with disabilities. Their streamlined certification process is set to eliminate the often cumbersome and costly barriers that have previously made certification inaccessible for many small publishers.
The urgency for such initiatives is underscored by the American National Advertisers’ Alliance for Inclusive and Multicultural Marketing (AIMM), which has set an industry benchmark targeting 6.5% of total advertising spend on diverse-owned media by 2025. Achieving this goal requires significant shifts in how budgets are allocated, making the Mediavine-Sertify partnership a timely solution for agencies and advertisers aiming to meet these benchmarks.
Amanda Martin, SVP of Monetization & Business Strategy at Mediavine, expressed enthusiasm about the partnership, highlighting the shift from self-declaration to certified recognition of diverse publishers by the end of 2024. Martin emphasized that this move will provide advertisers with the confidence they need to allocate their diversity, equity, and inclusion budgets more effectively.
Furthermore, certified publishers in the Uplift program will receive a site badge indicating their verified status. This badge not only celebrates their diversity but also enhances their visibility to brand marketers eager to support multicultural media initiatives. This visibility is crucial for fostering stronger partnerships and boosting the integrity of advertising campaigns aligned with cultural and social values.
Dennis Tze, Co-Founder of Sertify, shared his excitement about leading the charge alongside Mediavine. He noted that their partnership would significantly expand the scope of programmatic advertising to include a wider array of certified, diverse-owned sites, ensuring a fairer distribution of advertising dollars.
As Mediavine continues to guide brand marketers in optimizing their outreach and maintaining brand safety, their commitment to uplifting diverse voices and stories on the Open Web remains unwavering. This partnership not only reflects Mediavine’s dedication to diversity and inclusivity but also sets a new standard for the advertising industry at large.