Google Adsense has announced in an email that they will being to feature publishers owned by underrepresented groups as a way to fight inherent, systemic racism and bias as part of Google’s commitments to racial equity.
How it all started
This all started in 2020 when one of our buyers, Display & Video 360, began highlighting self-identified Black-owned publishers within Marketplace, This program has allowed interested advertisers to thoughtfully design campaigns that support underrepresented businesses.
Now Display & Video 360 has expanded this program to both Women-owned and Latino-owned publishers. Display & Video 360’s program is one element of a broader initiative across Google to make our products more inclusive and make it easier for customers to find and support underrepresented businesses. This program remains a pilot and we hope to expand to more underrepresented groups in future – watch this space.
Program eligibility requirements
• Publisher must have their own Google AdSense or Ad Manager account
• Publisher’s AdSense account must have the billing address located in the United States; for Ad Manager, the network must have country set at ‘United States’
• The Google entity that signed the self-identified AdSense or Ad Manager contract must be Google LLC
• Publisher’s organization must be majority owned and controlled by members of the group they are self-identifying as (Black, Women, or Latino)
Google notes that the program will highlight businesses owned by underrepresented groups, but not content aimed at these specific groups. Display & Video 360 does not allow advertisers to target ads based on categories such as race, religion, ethnicity, or sexual orientation.
To participate in the program
If your a business that’s part of the one of these underrepresented categories, meet the criteria above and would like to be included in this beta program, please submit your information on Google’s Marketplace Diversity & Inclusion form.
When accepted, Google will be periodically add new publishers who apply. This is a voluntary program; if you do not wish to participate, no action is required.