Brands and marketing agencies have, largely, made good on their 2020 commitments to devote more ad spend to Black media. But the increase in investment has gone primarily to a handful of scaled publishers, according to interviews with eight Black media executives.
As a result, while advertisers can credibly point to their increased investment in Black media generally, the vast majority of Black publishers—the long tail—can credibly counter that these commitments never materialized for them.
“Media buyers will tell you that they have the spend but places can’t take it, and part of that is true,” said Damian Benders, the general manager of B Code Media.
Source: www.adweek.com
