Teads integrates Brand Advance diverse media network into buying platform

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December 7, 2021

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1 minute

Teads will include the diverse media network on its platform, enabling advertisers to buy inventory from a range of minority publishers.

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Ella Sagar Ella Sagar is a reporter for The Media Leader and leads our audio and out-of-home coverage. She joined in September 2021 and has a gold standard NCTJ. She previously wrote for the South West Londoner, Ealing Times, and The Hillingdon Times. At the University of Leeds, she received a First Class Honours Degree in French and Spanish with distinction in speaking and during her time there regularly presented radio shows on Leeds Student Radio, wrote for the student paper The Gryphon and was editor of Her Campus Leeds.

Teads will include Brand Advance’s diverse media network on its platform enabling global advertisers to buy inventory from a range of minority publishers.

This partnership will help “drive revenue to minority publishers and connect brands to more diverse audiences” on a global scale.

This is “a huge step forward for an equitable and sustainable media ecosystem” according to Justin Taylor, managing director of Teads UK.

He added: “By connecting with Brand Advance, we’re enabling our advertiser and agency partners to support minority publishers, not just through a ‘diversity’ buy, but as part of everyday media plans.”

Teads is a global cloud-based end-to-end adtech platform for programmatic digital advertising and media with a reported reach of 1.9 billion monthly users. It has expanded its portfolio of ad solutions from video to display, native and social.

Brand Advance operates a network of more than 500 publishers encompassing LBGTQ+, Black, Asian, and disabled communities with titles like Attitude, Diva, Black History Month, Chapter Z, Jewish News, DisabledUnited and DivyaBhaskar.

Dilip Shukla, managing director of Brand Advance, said “This partnership will speed the delivery of much needed revenue to the many diverse publishers that we partner with around the world and make it easier for leading advertisers to reach diversity at scale.

“This will not only provide growth for diverse publishers it will also support the communities they are made by and for.”