Minority-Owned Sites See Uptick in Programmatic Ad Sales via Mediavine and Colossus SSP
Mediavine and Colossus SSP partner together to elevate the programmatic advertising earnings of minority-owned publishers. Colossus SSP operates on Mediavine's server-to-server platform and has rapidly risen to the top 10 Mediavine monetization partners in just a few months.
BOCA RATON, Fla. – November 15, 2021 – Mediavine, the largest exclusive full-service ad management firm in the U.S., has partnered with Colossus SSP to increase diversity in programmatic ad spend across Mediavine’s minority-owned inventory from its network of 8,300+ independent publishers. Colossus SSP is operating on the Mediavine Exchange, the company’s proprietary server-to-server (S2S) technology. Since onboarding in July, Colossus SSP has quickly jumped into the top ten Mediavine monetization partners, and ranks the highest-performing partner tested in the last 18 months overall.
Colossus SSP is a custom supply side platform that delivers a diverse marketplace, enabling brands of all sizes to connect with multicultural and general market audiences at scale. The SSP is minority-owned, with an inclusive market approach and a track record of working with independent publishers that have strong niche audiences.
“By partnering with Colossus SSP, the largest multicultural media marketplace in the industry, we’re strengthening our commitment to diversity and providing long-overdue representation of diverse publishers and audiences in the advertising ecosystem,” said Mediavine Co-Founder and CEO Eric Hochberger. “We’ve only scratched the surface of capabilities between Mediavine and Colossus SSP, and we look forward to driving pivotal results ahead.”
“Mediavine’s diverse publisher portfolio and server-to-server technology have made them an ideal partner – and the traction we’ve achieved has been significant,” said Colossus SSP CEO Lashawnda Goffin. “Our success points to a growing commitment among buyers to intentionally invest programmatically in multicultural audiences and minority-owned properties. We were able to rapidly tap into the demand and provide value for both marketers and independent publishers.”
About Colossus SSP
Part of Direct Digital Holdings, Colossus SSP is a proprietary supply side platform that delivers a diverse marketplace, enabling brands of all sizes to connect with multicultural and general market audiences at scale. In addition, the company’s consulting arm provides brand marketers with meaningful insights and actionable guidance for connecting with a variety of curated audiences—Black, Hispanic, Asian, LGBTQ, and more.