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Addressing Biases in Multicultural & Inclusive Identity Data
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ANA AIMM CMO LETTER TO DATA PROVIDERS, NOVEMBER 2019

On behalf of the Association of National Advertisers’ (ANA’s) Alliance for Inclusive and Multicultural Marketing (AIMM), my co-chair
Tony Rogers, and the fourteen CMOs/marketers supporting this letter, we are seeking action from data partners on a critical mission
to minimize bias so we can #SeeALL in advertising and media. We believe correctly classifying consumers by their ethnicity/race is
the first step toward relating to each consumer in the most relevant way and to deliver a strong Return on Investment (ROI). That is
why it is essential that the fundamental data upon which we plan, buy media and measure the results of media spending, must be
more precise and transparent.

The membership at ANA’s AIMM represents a significant share of the Multicultural (MC) communications spend today. We strongly
believe in the power of diversity and we believe we have a responsibility to serve diverse consumers in the best possible way with
our brands. Knowing that a consumer is African American, Asian American, or Hispanic is a critical enabler to improve the quality of
multicultural advertising and drive effectiveness in media investment. This is particularly important in digital and advanced TV and
will become more important as we increasingly use data, analytics, and machine learning in how we work.

AIMM’s first benchmark study on Multicultural Consumer identity accuracy and coverage data showed that today there is not
enough reliability among data providers to target, reach, and buy media for Multicultural Consumers or to understand the impact
that our Multicultural marketing programs have on sales and ROI. The lack of transparency in Multicultural identity data directly
impacts our investment decisions. This has been identified as a strategic intervention priority for AIMM as improvements in this area
will be good for all companies in the industry, and most of all, better for the Multicultural Consumers we serve.

We call upon every major data provider – whether engaged in classifying consumers by ethnicity/race directly or whether they rely
on a third-party source for classifying their own data – to join our efforts for greater transparency while protecting your intellectual
property and proprietary techniques.

Here is how you can help us solve these challenges:

1. MRC Process Review - The first step is to share your approach to identifying consumers with the independent Media Rating
Council (MRC) organization. The MRC is the industry’s audit arm and has designed an evaluation of your processes and
validation. Participation in this specialized review by the MRC will enable ANA and AIMM members to more effectively reach
and impact Multicultural Consumers. Your confidential information will not be shared but will be aggregated and anonymized
for your specific learning and for the industry at large.

2. Industry Benchmarking - The intent of the second step is to create a progress ‘dashboard’ of all data providers so that the
marketing ecosystem can witness the continued improvements in MC identity coverage and accuracy. To do so, we request that
data providers agree to participate in AIMM’s Multicultural Consumer Identity Benchmarking study. The study will determine
accuracy and coverage rates of multicultural / demographic data across providers by comparing each provider’s assignments
against an MRC audited observational dataset, Nielsen’s National Television Panel. The MRC will oversee the process from start
to finish. Individual provider results will be kept confidential – and only shared with AIMM at an aggregate level. Over time, as
data providers demonstrate reliability enhancements to the marketplace, marketers will be able to more reliably connect with
all consumers.

We strongly support the ANA’s AIMM validation and benchmarking initiatives to develop best practices
and ultimately increase media spending efficiency and effectiveness. We expect this to be an on-going effort and plan on recognizing
data providers who join AIMM to #SeeALL. We urge you to join AIMM’s MRC Review and Benchmarking studies by contacting Carlos
Santiago, co-founder of AIMM at carlos@santiagoslutionsgroup.com and George Ivie, CEO and Executive Director at Media Rating
Council givie@mediaratingcouncil.org. Can we count on your support?

Regards,
Bob Liodice
Signed,

TONY ROGERS BOB LIODICE JOHN DILLON MICHAEL LACORAZZA MARC PRITCHARD
Chief Member Officer, Sam’s CEO, Association of National CBO & SVP Marketing, EVP & Head of Integrated Chief Brand Officer,
Club & AIMM Co-Chair Advertisers & AIMM Co-Chair Denny’s & AIMM Vice Chair Marketing, Wells Fargo & Procter & Gamble
AIMM Founding Chair & ANA Board Chair

LISETTE ARSUAGA GILBERT DÁVILA BILL DUGGAN CARLOS SANTIAGO ALICIA ENCISO JOY FALOTICO
Co-President, DMI Co-President, DMI Group EVP, Association President, SSG & Chief Marketing Officer, Global Chief Marketing Officer,
& AIMM Co-Founder & AIMM Co-Founder of National Advertisers AIMM Co-Founder Nestlé USA Ford Motor Company

RICK GOMEZ DAVID KENNY STEVE MANDALA IVAN POLLARD SHANNON WATKINS
EVP, Chief Marketing & CEO & Chief Diversity Officer, President, Sales & Marketing, Global Chief Marketing Officer, VP of Brand & Creative Services,
Digital Officer, Target Nielsen Univision Communications General Mills Aflac