Colossus - What's the Top Five Challenges for Multicultural Publishers?

i want to talk about programmatic and diversity. How difficult it is or isn't for advertisers to make programmatic buys that support diverse publishers. What would you say are the top few things that have to happen to really unlock multicultural supply in a big way programmatically? i think one of the things that a lot of brands maybe have struggled with is finding a partner that has the technical the financial as also the know-how to actually help bring this marketplace specifically multicultural publishers into the programmatic ecosystem.