WHAT WE DO

YouNite can plan and reach any segment, optimize across premium supply, measure offline & online business outcomes and for those clients wishing to invest in media that targets diverse audiences, we have proprietary tools and decades of experience to help maximize your investments.
Innovative Advertising Software
In-house Identity Resolution
People-based Targeting & Data Integrations
Omnichannel Capabilities
Custom Planning Tools
Advanced Reporting Suite
transparency

Founders

YouNite Media was founded by Pedro Lerma, CEO of LERMA/, and Rodrigo Vallejo, CEO of RO2 Media. Over the past decade of working with, and targeting, minority audiences, they’ve seen a shift in the way companies buy their advertising, with more and more emphasis on working with minority-owned entities, so the two partnered up and created YouNite Media to help brands and corporations meet these promises.

409 N Houston Street
Suite 500
Dallas, TX 75202
(214) 206-4100

Younite Media

Innovative
Advertising
Software

The software we use was developed to streamline workflows and ease the lives of programmatic traders. This includes built-in identity resolution for easy activation of first-hand third-party data as well as free onboarding for more flexibility and opportunities to utilize first-party data.

In-house
Identity
Resolution

Through our alliance with Viant, we seamlessly provide marketers with the scalability, addressability, measurability, and privacy compliance necessary for success today. This patented technology unlocks many benefits available exclusively to Adelphic users at no additional cost.

People-based
Targeting &
Data Integrations

We utilize a people-based approach that provides the most scale outside of walled gardens. This allows brands to connect with real households and individuals with accurate reach and frequency.

Omnichannel
Capabilities

With the most channel integrations of any single platform, brands and agencies have access to leading supply from premium publishers, with the ability to reach consumers seamlessly across CTV, DOOH, mobile, audio, desktop and more, all without having to constantly switch between platforms.

Custom
planning
tools

Plan effectively using a multitude of tools that provide marketers with the ability to develop data-driven media strategy using advanced analytics. Utilizing identity segments or foot traffic, learn more about audience behavior across all channels including linear TV, CTV, desktop, mobile, DOOH, audio and more.

Advanced
Reporting
Suite

The Advanced Reporting suite includes conversion lift and multi-touch attribution analytics for online and in-store activity across all platforms. Users can leverage differentiated insights like cross-channel reports, foot traffic and multi-touch attribution models, DOOH, linear and CTV, as well as custom and third-party reporting tools as needed.

Transparency

We provide access to a fully transparent DSP – including the availability of log-level data and all associated technology and data costs. That transparency extends into the cross-device nature of how users are engaging with the software.

CALCULATION METHOD​

BIPI scoring is refreshed annually based on the release of updated data inputs.

Brand Selection and Classification

The brands available in our BIPI scoring tool have been initially based on those available through syndicated U.S. data sources, including MRI and Simmons. Both available primary parent brands and their associated sub-brands have been included in the assessment.

Diversity Data Inputs 

MRI/Simmons data was used to analyze and determine the estimated multicultural composition of an available brand’s current consumer base, which included an assessment of White non-Hispanics, Black/African non-Hispanics, Other non-Hispanics, and Hispanics.

Seven additional data inputs for applicable brands were also included in the analysis, which were focused on at least one of the 6 primary considerations listed above. Data sources include:

  1. MRI Brand survey data – contains consumer data
  2. AIMM Members – member companies
  3. CIIM – list of companies running cultural campaigns
  4. Refinitiv – list of diversity and inclusion top 100 most diverse and inclusive companies
  5. Nielsen black marketers – D&I companies
  6. Culture Marketing Council – list of companies that have a dedicated Hispanic agency partner
  7. Dun and Bradstreet data
  8. Forbes – America’s Best Employer for Diversity
 

Scoring

Our team of data scientists developed a customized algorithm to provide a scoring system for each featured brand, which was based on data analysis that was weighted and valued. Brands were first sorted and grouped by Total Audience* (MRI/Simmons) and Sales Volume (Dun & Bradstreet) and divided into four “quartiles” based on their audience size and annual sales volume to ensure that the efforts of smaller brands were equally represented against larger, more established brands. Each quartile contains approximately 25% of the total records and maintains the parameters outlined below. Note that the quartile thresholds delineated may be updated as new brands are added to the list.
 
  1. Small: The first quartile contains brands that have the lowest audience sizes, which included those with less than 1,247. If an audience member was missing, sales volume was evaluated and included those brands with the lowest sales volume, including anything less than $182,104.
  2. Below-Mid: The second quartile includes brands than maintain an audience size between 1,246 and 3,865. In absence of audience size, sales volume was evaluated and included those brands that reported between $182,104 and $529,314.
  3. Mid: The third quartile includes brands that maintain an audience size between 3,865 and 11,171. In absence of audience size, branded included in this quartile had to maintain a sales volume between $529,314 and $2,301,006.
  4. Large: The fourth quartile includes those brands with the highest audience size (above 11,171) or highest sales volume (above $2,301,006).
 
Using MRI data, we then looked at the reported percentages of White non-Hispanics, Black/African American non-Hispanics, Asian non-Hispanics, Other non-Hispanics, and Hispanics.
 
Assuming that White non-Hispanics comprise about 60% of the U.S. population and all other races/ethnicities make up an estimated 40% (based on U.S. Census data), we then calculated a Multicultural User Index.
 
For instance, the multicultural audience for Colgate is estimated to be 48%. Seeing that the overall multicultural population of the U.S. is 40%, the Multicultural User Index was derived as: (48%/40%)*100 = 121.
 
Once a Multicultural User Index was determined, additional data sources from organizations such as AIMM, CIIM, Nielsen, and CMC were used as indicators for how invested a brand may be in diversity efforts. If a brand was included in these additional data sources, they were rated as having a “1” and if not included in the database lists, they were given a “0.” These additional inputs were summed and added to the Media Multicultural Index to each brand as follows:
 
  1. If all indicators were 0, then 70.
  2. If the sum of indicators was less than or equal to 2, then 100 (used as the base).
  3. If the sum was above 2, then 130.
 
The final ranking input included Forbes magazine’s ranking of the best U.S. companies for diversity. Brands were weighted as follows based on the Forbes ranking:
 
  1. If the brand was listed in the Forbes top 500, then 130.
  2. If the brand was not ranked, then 70.
 
Lastly, we gave 20% weightage to media indicators, 30% to Forbes indices and 50% weightage to the MRI brand survey to come up with the final weightage of the brand.
 
In summary, the calculations include the following:
 

Multicultural User Index*0.5 + Forbes Index*0.3 + Media Multicultural Index*0.2

 
If the final score was greater than 100, then brands were found to be more multicultural and assigned an index score accordingly.
 
 
*Total Audience – We aggregated total audience of sub brands in Main brand, there could be a chance of customer overlap.

 

We welcome your questions, suggestions, and even contributions. Please address any inquiries to srubio@inclusivista.com.