Multicultural Advertising Made Easy and Accountable

NYIAX, the world’s first and most active upfronts marketplace and advanced contract management exchange, today announced the the launch of NYIAX—ConneX a highly efficient and accountable solution that makes it easy for media buyers to discover, issue RFPs and activate the best multicultural inventory and media plans. Like NYIAX’s other marketplace offerings, ConneX clears the barriers between media buyers and sellers, enabling strong, safe, and seriously impactful partnerships in less time than ever.

In addition to being able to discover and reserve inclusive multicultural plans, ConneX also offers other advantages, including the ability to track organizational spend towards media inclusion initiatives, a way to filter by diverse and minority-owned publishers, as well as:

RFP Simplicity
ConneX simplifies the entire RFP process, making it very easy to discover and RFP publishers quickly. It then allows users to complete the RFP, reserve premium inventory in advance, limit RFP responses based on precise criteria and filter opportunities by desired criteria: language, location, etc.

IO + Compliance Management
ConneX makes it easy to book contracts based on set terms and provides real-time monitoring of all ad delivery against contracts.

Billing + Reconciliation
ConneX push-button invoicing results in massive time savings. The solution also allows for real-time reconciliation based on contract parameters & delivery.

“What NYIAX has activated is powerful and timely,” said NYIAX Director of Multicultural Initiatives David Mesas. “Right now, on average, multicultural media investments trend below 10% of total advertising and marketing spending. It’s an inclusivity failure as well as a missed business opportunity because the world is increasingly multicultural. The 2020 U.S. Census confirmed that the country’s population growth was 100% dependent on diverse segments. ConneX was designed to allow advertisers to discover and reach diverse audiences that reflect the reality of today by giving them access to the best and most diverse universe of Black, LatinX, Asian and LGBTQ+ audience inventory.”

Prior to the launch of ConneX, NYIAX’s marketplace partners already included a who’s who of media buyers and sellers, including holding companies, independent agencies, global brands, leading DtoCs and both well known and hyper-niche publishers. The launch of ConneX has widened the audiences buyers can reach by giving them access to the best multicultural publishers, including Black Enterprise and Univision.

NYIAX’s ConneX offering was designed to meet the needs of those who access its marketplace most frequently, brands and agencies who spend $50 million to $1B+ on media per year.

Over the past two years, 181 top brand CEOs committed to the Business Roundtable’s purpose beyond profit commitment to “promote ‘an economy that serves all Americans’, while a much larger number of brands and agencies included diversity, equity and inclusion (DEI) as part of their own purpose pledges. On the multicultural front, some made bold public commitments. In the case of GroupM, the agency rolled out an entire responsible investment framework with five pillars: brand safety, data ethics, diversity, equity and inclusion, responsible journalism and sustainability. As part of its DEI commitment, it introduced a 2% plus pledge, which aims to get clients to spend at least 2% of their media dollars with black-owned media brands.

“While ConneX can definitely help with Black-owned media investment pledges, it goes far beyond that,” said Mesas. “LatinX, Asian and LGBTQ+ audiences have also been incredibly overlooked as well. ConneX provides access to all. Moreover, because NYIAX’s framework is completely transparent, it is crystal clear who is investing in multicultural inventory on our platform.”

To learn more about NYIAX, please contact dmesas@nyiax.com

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