Diversity and Inclusion Publishing Media Planning and Buying

The Ozone Project prioritizes diversity with Asian Media Group partnership


By Chris Sutcliffe, Senior reporter

June 8, 2022 | 4 min read

The Ozone Project has announced that the consumer websites of the Asian Media Group are set to join its network as “an easy way for advertisers to reach scaled, diverse audiences across the UK’s online population.”

AMG Ozone Project

The Ozone Project’s latest addition to the media portfolio is Asian Media Group

Since its launch, The Ozone Project has been a test case of whether private marketplaces can deliver access to premium audiences. Seen as a way to recreate value among the largely undifferentiated digital advertising landscape, its selling point has been access to audiences for valuable media audiences across The Guardian, News UK, Reach, Stylist and more.

That push to include more diverse audiences is a sea change for the group, in addition to recognition that scale can only take marketplaces so far – and that advertisers need access to more specific audiences for some campaigns. Other marketplaces and partnerships of its type have been criticized for chasing scale at the expense of providing tools to aid smaller and more representative audiences; The Ozone Project’s announcement is both a commercial and ethical step in the right direction.

Danny Spears, chief operating officer at The Ozone Project, said: “Welcoming Asian Media Group into the Ozone family is exciting from many different angles. Not only does this underline Ozone’s role as a haven for premium publishers of all shapes, sizes and guises, it also clearly demonstrates our wider purpose of ensuring advertising investment flows to those publishers, who play an incredibly important role in informing, educating and entertaining both society at large and within communities.

“From a broader Publisher Services perspective, we’re very keen to start working with the AMG team on so many different levels, all with the aim of securing more investment for this incredibly important publisher group.”

The release notes that the AMG allows advertisers access to a variety of its brands, including Eastern Eye, Garavi Gujarat and Asian Times. Additionally, the group offers an additional breadth of audience to the wider Ozone proposition, particularly from multi-generational households, Asian women and graduates.

Aditya K Solanki, director at Asian Media Group, said: “We are thrilled to be working with The Ozone Project to introduce our consumer media brands into their portfolio, and this new partnership will allow us to benefit from Ozone’s publisher technical know-how and their expertise in working with other premium publishers. We look forward to seeing the full impact of working with their Publisher Services team, reinventing our advertising technology set-up and delivering more revenue into the business to fund the editorial content that is loved and trusted by our readers.”

The AMG will leverage Ozone’s Biddable Management service, which provides centralized management of all inventory and data monetization not directly sold by Asian Media Group’s in-house team.

On May 24 The Ozone Project also announced that BuzzFeed UK and HuffPost UK had joined the network, confirming its commitment to creating scale for advertisers even as it diversifies into more specialized publisher partnerships.

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