“The problem became more prominent when agencies and brands started showing support for Black-owned media companies,” explained Kerel Cooper, the advertising president at Group Black. “They pledged to spend money, but certain buying practices prevented them from following through.”
DoubleVerify, with its proprietary artificial intelligence brand safety tool, has developed a solution to assess individual web pages for ad placement suitability instead of blocking entire websites. For instance, many brands and agencies have previously added “Obama” to blocklists due to his time as president. Cooper emphasized that excluding his name from ad placements was common, as brands typically avoid being associated with political content. Working together, Group Black and DoubleVerify have recommended removing Obama’s name from blocklists, considering that he has been out of office since 2017 and has made significant contributions to Black culture beyond politics.
Perspective: Efforts like those of Group Black and DoubleVerify are essential in addressing the unintended consequences of agency blocklists on Black media. By utilizing artificial intelligence and individual page analysis, these companies are working towards more nuanced and targeted advertising practices. It is crucial to move away from broad strokes that disproportionately impact Black-owned media companies and instead adopt methods that promote inclusivity and diversity in the advertising industry. Such initiatives not only rectify past biases but also contribute to a more equitable media landscape that accurately represents and supports diverse voices.
