WFA Diversity & Representation: Focus on Media Planning and Buying

Advertisers’ media planning & buying choices can play a significant role in supporting diversity and inclusion in the mainstream media landscape.

The goal of this guide is to help advertisers build media plans that are representative of today’s society, as well as play a role in building a media ecosystem where diverse voices thrive.

This WFA guide highlights four key areas where bias can occur:

  1. Inclusive audience planning: ensuring audiences are diverse and inclusive at the planning stage;
  2. Supporting diverse voices: making deliberate decisions on media spend and building partnerships with unique media owners;
  3. Balancing brand safety with diversity: consciously managing brand suitability and safety alongside inclusion; and
  4. Measuring success: measuring all audiences fairly and investing in research.

WFA Guide to Diversity and Representation in Media

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