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Addressing Biases in Multicultural & Inclusive Identity Data
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BEST PRACTICES FOR HIGHER-QUALITY MULTICULTURAL DATA

Important data quality initiatives are taking place across the industry, including at the ANA through the Trust
Consortium. The Trust Consortium was launched by the ANA in 2019 in partnership with Reed Smith, the
ANA’s outside legal counsel. The Consortium’s mission is to restore trust in the marketing ecosystem through
transparency, integrity, and growth. There are several issues, however, that specifically affect multicultural
identity assignments. AIMM has created this guide to best practices to ensure more consistent marketing and
media data quality.

The benchmarking data reveals that multicultural data is not as accurate or complete as we would hope. But it
also reveals a huge range around those averages. Some providers have stronger multicultural identification than
others. The industry can’t rest at just identifying the issue; we must identify actionable solutions and strive for
continuous improvement. AIMM proposes two sets of best practices:

1. Transparency of sources, methods and other data characteristics that will help the users of data
understand its suitability for their purpose.

2. Validation of multicultural assignment accuracy and coverage to enable the users of data to understand
its relative value and to assist data providers in their quest for continuous improvement.

Important data quality initiatives are taking place across the industry, including

at the ANA through the Trust Consortium. The Trust Consortium was launched by
the ANA in 2019 in partnership with Reed Smith, the ANA’s outside legal counsel.
The Consortium’s mission is to restore trust in the marketing ecosystem through
transparency, integrity, and growth.