SRDS Launches Multicultural & Inclusive Media Database

Media planning and buying platform SRDS (Standard Rate & Data Service) has launched a data set to help agencies and brands connect with multicultural and inclusive (M&I) audiences.

Acquired by French ad tech company Adwanted Group last year, SRDS is used by advertising agencies and brands to find and compare online and traditional media across business and consumer audiences; and by media sellers to communicate their proposition and offer multi-channel programs. Its platform is comprised of inventory from more than 125,000 media brands.

The new data set will provide a single source for more than 5,000 US media titles reaching multicultural and inclusive audiences, along with identification of media majority owned by women and/or minority groups. This searchable platform identifies six M&I audiences for media targeting: African American/black, Asian, Hispanic/Latino, Native Americans, LGTBQ+ and people with disabilities. In addition, SRDS will be publishing its Diversity Ownership Report twice a year, identifying publications that are at least 51% owned and controlled by women and minority groups.

SRDS President Heather Petaccio (pictured) comments: 'The industry has made great strides in the past year to diversify their media spend and not only support minority owned media, but better connect with M&I audiences. But they need the right tools to activate that commitment. We wanted to provide that capability to enable brands and agencies for more fully meet their commitments and improve their marketing'.

Web site: www.srds.com .