Ethics & Ecology

MediaSense launches DE&I audit programme for advertisers

Advertisers will be able to measure and 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 what the company claims is 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 reportedly 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 aims to evaluate the entire media ecosystem, from planning and audience targeting, through to data, technology, and all partners within the digital supply chain.

MediaSense explain that advertising data will be collected and underpinned via their 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 comments, “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 adds, “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”.