MediaSense & Legacy launches DE&I audit programme for advertisers

Legacy are proud to be part of the evolution in advertisers measuring and enhancing global DE&I & ESG credentials.

Advertisers will be able to measure & enhance global DE&I credentials - with pharmaceutical and healthcare company, Sanofi, an early adopter to the programme

Independent global media advisors, MediaSense have developed and launched an ‘industry first ‘, end-to-end Diversity, Equity & Inclusion (DE&I) audit.

The innovative audit programme, which aligns closely with the World Federation of Advertisers’ (WFA) responsible media framework, will identify key areas in the digital media supply chain where advertisers can improve diversity.

DE&I measurement traditionally focuses on media delivery, ensuring a designated percentage of investment reaches media owners from diverse backgrounds – MediaSense’s DE&I audit programme will evaluate the entire media ecosystem, from planning and audience targeting, through to data, technology, and all partners within the digital supply chain.

Advertising data will be collected and underpinned via MediaSense’s analytics platform, DiPA™ and MediaSense partner, Legacy Media* will provide a diagnostic analysis of DE&I compliance.

French multinational pharmaceutical and healthcare company, Sanofi, are the first MediaSense clients to adopt the programme. MediaSense will work closely with Sanofi’s Consumer Healthcare Global Business Unit’s media global agency, OMG, to establish direct ad-tech stack access and gather data and insights to conduct the DE&I audit.

Dan Brown, Director & Practice Lead at MediaSense adds; “One of the main challenges facing brands in 2022 and beyond is how to improve diversity without negatively impacting effectiveness. By conducting a diagnostic evaluation of DE&I, we can identify opportunities to improve diversity whilst protecting the quality and efficiency of media investment.”

Prasad Ghag, Global Head Media, Digital & Strategic Planning at Sanofi comments:
“DE&I is a key pillar of our Responsible Media framework (alongside sustainability and brand safety). We are partnering with MediaSense to better understand how effective we are in this area and create both a benchmark and framework for improvement.”

MediaSense DE&I Audit Programme for Advertisers answers several DE&I key questions:

1.              Are an advertiser’s media campaigns reaching diverse audiences?

2.              Does an advertiser’s media investment support diverse publishers and partners?

3.              Can an advertiser improve diversity in their media ecosystem?

For more information see www.media-sense.com

*In July 2022, MediaSense announced its partnership with Legacy Media – more information.