"We want to not just limit the inventory we target to Black-owned but we want to reach Black and diverse consumers regardless of where they are," said Joe Anthony, founder and chairman of Hero Media. "That helps us overcome some of the issues around scale."
Hero One is unique among ad-tech solutions in the multicultural marketing space to take a buy-side approach and a rare Black-owned DSP. Private marketplaces (PMPs) and SSPs like Colossus SSP have been more popular recently, sources told Adweek.
Hero One, which will introduce a self-service function in the second quarter of 2024, comes at a time when brands say they want to engage in multicultural marketing, as the non-white population is growing. At the same time, efforts to diversify spend have often resulted in one-off campaigns or only benefitted the biggest publishers.
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