EACA D&I in Brand Safety Guide for agencies 12/2021

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To address diversity, inclusion and equity in the advertising industry, it is not enough to change how we recruit and promote diverse talent: we also need to address diversity in each aspect of media buying, including the brand safety practices.

Let us be clear, there is a sound business case to be made in favour of reaching all communities – campaigns that use keywords may have inflated their CPM by up to 70%, however, certain brand safety practices have often inadvertently excluded publications targeting different groups.

The Media Quality Task Force published this short Guide at the end of 2021 to encourage European agencies to raise awareness of this problem and to change their practices.

Download the full guide

CONTRIBUTORS: dentsu, groupM, Havas Group, Mediabrands, Omnicom Media Group, Publicis Groupe