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Addressing Biases in Multicultural & Inclusive Identity Data
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IMPLICATIONS

Both the Nielsen and Truthset studies confirm and quantify challenges associated with multicultural identity
data used in targeting and measurement. The severity of the concern depends upon the use case. In the case
of media targeting, the lack of coverage, combined with errors in accuracy, compound challenges in reaching
multicultural consumers. But compared to what? From a pragmatic perspective, if an advertiser can reach
enough multicultural consumers more efficiently with a targeted audience segment than with more traditional
means, then that’s beneficial. On average, using our benchmarking data, this is clearly a good strategy. For
example, if a Hispanic target audience segment is 74
percent Hispanic, then the advertiser’s in-target percent
will be more than four times the population incidence.
There are cases, however, in which this is not true, and Both the Nielsen and Truthset
cases where the benefit is much greater than others. studies confirm and quantify
The question is, how can an advertiser, or their agency,
know which is best for them? challenges associated with
multicultural identity data used

In the case of measurement, we face a much more in targeting and measurement.
exacting requirement. If multicultural identity is being The severity of the concern
used to attribute sales contributions, or purchase depends upon the use case.
events to specific multicultural consumer groups, then
we need to be able to trust the underlying data. A
74 percent accuracy rate means that the value of the
Hispanic consumer segment is being undervalued by
about one-fourth. That could easily be the difference between the target audience being evaluated as profitable
and worthy of investment, or not.

There is work to do, but we have made good progress level-setting the current state of coverage and accuracy
in multicultural segments, which play a critical role in targeting, media delivery and attribution. We need ongoing
improvement in multicultural coverage and accuracy in third-party and first-party segments that marketers are
creating on their own.

AIMM will receive a quarterly update on Truthset’s benchmark study of online data quality.
AIMM continues to encourage support of the MRC’s benchmark of offline data study.

While this progress is being mapped at the industry level, marketers can assess the quality of their own
segments through a number of companies listed in the ANA’s Data Sources for Media white paper such as
Truthset, Neutronium, Lucid and Jolt.

AIMM recognizes the importance of this issue and offers important industry best practices in multicultural
identity resolution.