Hero Media and AdTheorent Launch DSP to Target Diverse Audiences

It's a rare buy-side approach to multicultural media where sell-side ad tech has been more common

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Hero Media and AdTheorent are partnering to create a new demand-side platform (DSP) that aims to bring more programmatic technology to multicultural marketing.

The platform, Hero One, helps advertisers target diverse audiences across an array of media, including Hero Media’s Black-owned media network, as well as the full swath of inventory monetized by supply-side platforms (SSPs) like PubMatic and Magnite. The platform will use proprietary tech, algorithms and data from DSP AdTheorent and contextually relevant signals developed from Hero Media.




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