Vice Media Group took aim at the “archaic” and “shallow” use of gender, age and ethnicity in advertising during a virtual NewFronts presentation to digital media buyers.
The company also unveiled a new brand identity and announced a partnership with Google Web Stories and in-person events designed for the Covid-vaccinated landscape.
Vice Chief People Officer Daisy Auger-Dominguez called the media industry’s use of personal data to drive advertising based on demographics a “discriminatory” practice. “We can all agree that this is a shallow and diminishing way of grouping human beings,” she said. For emphasis, as she spoke, the screen showed two head shots: one of Elton John, the other of Donald Trump. Both are 74-year-old, white, high-net-worth individuals who would be deemed a “tightly defined” demographic under traditional ad protocols. “Good luck creating a campaign to break through to that ‘tightly defined’ demographic,” Auger-Dominguez said.
Demo use is also...
The company also unveiled a new brand identity and announced a partnership with Google Web Stories and in-person events designed for the Covid-vaccinated landscape.
Vice Chief People Officer Daisy Auger-Dominguez called the media industry’s use of personal data to drive advertising based on demographics a “discriminatory” practice. “We can all agree that this is a shallow and diminishing way of grouping human beings,” she said. For emphasis, as she spoke, the screen showed two head shots: one of Elton John, the other of Donald Trump. Both are 74-year-old, white, high-net-worth individuals who would be deemed a “tightly defined” demographic under traditional ad protocols. “Good luck creating a campaign to break through to that ‘tightly defined’ demographic,” Auger-Dominguez said.
Demo use is also...
- 5/5/2021
- by Dade Hayes
- Deadline Film + TV
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