Supply-Side Spotlight: DXKulture

In this edition of Supply-Side Spotlight, we’re joined by Sandy Rubinstein, CEO of DXKulture, a new diverse and women-owned Supply Partner on BidSwitch. We’ll explore DXKulture’s innovative approach to DEI audiences, the evolution of programmatic purpose-driven buying, and what’s next for the future of inclusive advertising. 

Hi Sandy, thank you for taking part in this Q&A! To kick things off, can you talk a bit about the history of DXKulture and the role you’re aiming to play in the programmatic ecosystem as an advocate for diversity, equity, and inclusion? 

Thank you for having me. DXKulture was born out of necessity.

After two decades of leading strategic marketing initiatives at DX, our marketing firm, I saw first-hand how the ad tech ecosystem consistently did not meet the moment when it came to reaching multicultural, nuanced audiences with authenticity. So, we set out to disrupt the space as marketers building our own SSP from the ground up, with a purpose of serving multicultural audiences not as a trend, but as a foundational principle.

Our goal is to shift the conversation from surface-level representation to real cultural resonance and to make it easy for advertisers to access premium, verified, multicultural inventory with confidence, transparency, and measurable impact.

What change have you seen over the past years in how the industry approaches DEI? Have there been any pivotal moments that signaled progress or setbacks? And what are the main drivers behind advertisers prioritizing DEI today—social responsibility, consumer demand, performance metrics, or something else? 

There’s been momentum, no doubt, but over the past years many have focused too much on “just” skin color and checking that box.

One pivotal shift has been the increasing integration of hyper-targeted nuanced audiences into performance goals. It’s no longer “nice to have,” it’s a metric that drives engagement, loyalty, and growth. Brands need to make this a core business strategy. And that’s where we keep pushing. Focus on the diversity of the person, meet them authentically in all the places they are, not just the perceived places and assumptions. 

Speaking of growth drivers – all of the above and in that order, frankly. Social responsibility cracked the door open, consumer demand blew it wider, and performance metrics are what will keep it open. Today’s consumers, especially Gen Z and Millennials, expect brands to reflect their values and identities. But advertisers are also seeing the data: diversity-driven campaigns aren’t just ethically right; they perform better. We see higher engagement, stronger brand lift, and increased conversion when the message feels like it belongs. That’s the power of cultural authenticity. 

DXKulture is a certified woman- and minority-owned platform. Could you walk us through key DEI certifications available on the market and why they matter? 

Key certifications include NMSDC, Women Owned, CAMSC among others. At DXKulture, we proudly hold multiple certifications, including those listed above, giving our partners the confidence that their media investments support real, verified, diverse ownership.

Certification matters because this space can sometimes be misrepresented. We’ve seen non-diverse companies rebrand themselves with DEI-friendly language while the ownership or business model tells a different story. Certification brings transparency and accountability, ensuring brands are actually walking the talk.

It's also at our core: our staff is diverse in background, ethnicity and age.  

Targeting DEI-focused audiences authentically can be challenging. What's your approach at DXKulture? 

It’s about meeting people where they are, not just who they are.

Our contextual targeting doesn’t just rely on generic demographic boxes. We use AI-powered Kulture Intelligence Agents that understand content consumption patterns, cultural signals, sentiment, traditional data APIs and behavioral intent across CTV, display, audio, DOOH, and more. We pair that with rich first party data from clients and partnerships to build audience personas that reflect real-life behaviors and affinities. It’s precise, privacy-safe, and most importantly, authentic. 

Are there forms of fraud specific to DEI-focused advertising supply, such as misrepresentation of diversity-oriented publishers or audiences? How should the industry address these issues? What measures does DXKulture take to detect and mitigate fraud in DEI-focused advertising supply? 

DEI fraud is real and it’s subtle.

We’ve seen publishers misrepresent their ownership or aggregators put a DEI label on inventory that doesn’t pass the authenticity test. There are also networks selling into “diverse audience” buckets without verification. The industry must demand transparency: Who owns the media? Who creates the content? Who is benefiting economically? This is why certifications and manual validation matter, but are we also helping lift the communities we represent? If there’s no audit, there’s no trust. 

At DXKulture, we don’t leave quality to chance. We’ve implemented a manual review process where real humans, not just algorithms, evaluate each site before it enters our ecosystem. We go beyond ownership verification and apply a strict premium inventory rule that considers bounce rates, time spent on site, and unique monthly visitors. This ensures we’re not only curating trustworthy and brand-safe inventory but also delivering media that’s truly impactful and beneficial to the advertiser. Our goal isn’t just to protect the buy, it’s to elevate its value. 

How do you see DEI evolving in the programmatic supply chain over the next few years? Are there specific areas of opportunity that are still underexplored? 

I see DEI becoming less of a “siloed” check box and more of a default strategic marketing layer across every media buy.

But to get there, we need better infrastructure – specifically, we need to market to diverse audiences authentically, where their interests are. There’s a major opportunity to focus on the nuances that make each person unique rather than the current focus on skin color. I am a first-generation Hispanic and Spanish is my first language; one would assume that I need to be marketed to in language only. But I consume both Spanish and English content – so there is a missed opportunity to build a meaningful connection.

We need to explore a more thoughtful approach to reaching diverse nuanced audiences. Are they first-generation? Second? Do they live in a region of the country that has different influences? Interests? Also is the creative going to connect? Too much multicultural spend still relies on repurposed general market assets or simply adding a person of color to the creative without a thoughtful approach. That’s a missed opportunity to connect on a deeper level. Are we really evaluating the targeting and the message and how it will resonate with the target audience. It's almost like we need to educate the programmatic supply chain that pipe connections are not enough, we need to think like traditional marketers about our approach.

How seriously do demand-side platforms and advertisers take DEI in their media buying strategies today? Are there notable differences in how these stakeholders prioritize it? 

Advertisers are leading the charge but DSPs are still catching up.

Brands want verified supply, granular targeting, and impact reporting. But many DSPs are just checking the box. Agencies are often stuck between brand ambition and platform limitations. What’s encouraging is the shift we’re seeing in RFPs: Diversity is no longer just a question, it’s a requirement. Its a valuable audience target. That’s real progress. 

For advertisers hesitant to integrate DEI into their programmatic strategies, what would you say to address their concerns or misconceptions? 

You’re not just leaving money on the table, you’re leaving meaning on the table.

Diverse audiences are not niche; it’s the future of growth. Multicultural audiences already drive trends, culture, and commerce. The misconception is that diverse media is risky or hard to scale. But with the right partners, it's not only possible, it’s profitable. Brands that embed inclusion into their strategy will be the ones consumers remember and reward. 

Looking ahead, what are the most exciting trends in DEI ad supply, and how is DXKulture poised to navigate these changes?

Three things excite me:  

1. The rise of minority-owned content creators launching FAST channels and shoppable media is unlocking new premium inventory built for cultural relevance and commercial impact.
   
   
2. Multicultural programmatic supply is rapidly expanding across global markets, especially in Latin America, Europe, and Southeast Asia – areas where nuance and authenticity are often underrepresented in legacy ad tech.
   
   
3. Our 501(c)(3) foundation, The Kulture Difference, is reinvesting directly into underrepresented publishers and creators, because we don’t just want to activate minority-owned media. We want to grow it. We fund and support the very voices we amplify, ensuring they remain a thriving part of the ecosystem. 
   
   

A big thank you to Sandy at DXKulture for spending some time with us today! To learn more or to start trading today, just ask your BidSwitch account manager.