April 14, 2021

The following is republished with the permission of the Association of National Advertisers. Find this and similar articles on ANA Newsstand.

To attain efficient growth impact, marketers seek to connect with multicultural segments in relevant and accurate ways that don't perpetuate negative or false stereotypes.

However, the data marketers garner, analyze, and use to form insights today does not provide enough transparency and validation for multicultural identity data to be of similar quality and efficacy, according to ANA-AIMM.

According to ANA-AIMM, systemic inequities contribute to third party multicultural online identity data to misrepresent groups, and ultimately, their needs and desires. The organization found that multicultural segments are 28 to 65 percent less visible and less accurate than white's.

ANA-AIMM has been working with the data ecosystem to ensure that data sees all races, ethnicities, and language preferences so ads and content can make human connections to be a force for growth and a force for good.

Below are recent findings from AIMM regarding multicultural visibility: