While several industries roll back DEI initiatives under the Trump administration, some companies are emphasizing the value of data diversity. Revry, a global LGBTQ+ streaming network, wants to offer advertisers more ways to represent and resonate with diverse audiences.
Its programmatic exchange PrismRIOT now gives advertisers access to first-party data from both Revry and Black-owned media company REVOLT.
“The need to reach diverse audiences doesn’t stop at LGBTQ+, so neither do we,” said Revry co-founder and COO Alia J. Daniels, who highlighted the company’s mission of offering a “broader spectrum of inclusive targeting needs.”
Prioritizing privacy
9.3% of US adults now identify as part of the LGBTQ+ community, up from 3.5% in 2012, Gallup reports. However, while visibility has notably grown, fear around self-identification remains strong.
Streaming services like Revry can benefit from equipping advertisers with reliable data, as brands are relying on CTV to present relevant messaging to the right consumers. 40% of marketers increased their CTV spending in 2024 to reach a highly-engaged opt-in audience, and 38% increased these budgets to chase precision in audience targeting, according to an April 2024 Advertiser Perceptions survey.
When Revry recognized that first-party data was lacking for LGBTQ+ communities, the media company was set on a solution that kept both precision and privacy in focus, said Daniels.
“We knew we couldn’t just build a targeting solution—we had to build one rooted in protection,” she said. “So we created a model that provides scale while ensuring that no one is outed in the process.”
Filling in the data gaps
This partnership positions both REVOLT and Revry to stay competitive in the CTV ad space, where US spending will jump 16.8% in 2025, EMARKETER forecasts.
“When that data doesn’t exist, overreliance on third-party proxies creates inefficiencies and misalignment, often excluding the very audiences brands claim to want to reach,” she said.
While these tools and partnerships represent new opportunities in the programmatic space, their ability to act on them presents some logistical challenges. Revry cut ties with demand-side platform The Trade Desk last month, Ad Age reports. The Trade Desk prohibits the resale of ad inventory, but PrismRIOT’s value proposition lies in its proprietary data.
Pursuing precision
90% of advertisers say it’s “very important” to feature the LGBTQ+ community in advertising, up from 84% in 2021, according to a 2024 study from The Nielsen Foundation and GLAAD. Advertisers are also recognizing the value of community feedback, and are 55% more likely than 2021 to say they don’t have the expertise and knowledge to get LGBTQ+ representation “right,” according to the study.
Third-party data ultimately “lacks nuance,” leading to the typecasting that Revry aims to upend, said Daniels.
“Too often, diverse communities are excluded from the data economy, which leads to underinvestment and underrepresentation,” said Daniels. “When media companies with trusted relationships in these communities share data responsibly, it creates opportunity for everyone.”
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