MediaSense launches DEI audit programme for advertisers

Consultancy MediaSense is launching a DE&I (Range, Fairness & Inclusion) audit programme for advertisers. Sanofi is among the early adopters.

The audit programme, which aligns intently with the World Federation of Advertisers’ (WFA) accountable media framework, will determine key areas within the digital media provide chain the place advertisers can enhance variety.

DE&I measurement historically focuses on media supply, guaranteeing a chosen proportion of funding reaches media homeowners from various backgrounds. MediaSense’s DE&I audit programme will consider your complete media ecosystem, from planning and viewers focusing on, by means of to information, expertise, and all companions throughout the digital provide chain.

MediaSense director & observe lead Dan Brown says: “One of many principal challenges going through manufacturers in 2022 and past is the right way to enhance variety with out negatively impacting effectiveness. By conducting a diagnostic analysis of DE&I, we will determine alternatives to enhance variety while defending the standard and effectivity of media funding.”

Sanofi international head of media, digital & strategic planning Prasad Ghag says: “DE&I is a key pillar of our Accountable Media framework (alongside sustainability and model security). We’re partnering with MediaSense to higher perceive how efficient we’re on this space and create each a benchmark and framework for enchancment.”

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