Dive Brief: 

• A new programmatic trading desk caters to advertisers looking to reach multicultural audiences. 
• The trading desk was developed by Cipher Group and MediaMath.
• The same content and audiences could be reached through an open exchange, but it's much more work — this programmatic trading desk hopes to make advertisers' jobs much easier, optimizing campaigns based on repeat buys. 

Dive Insight: 

As populations become ever more diverse, the need for trading desks such as this one will grow. Advertisers will increasingly want to reach certain demographics that open exchanges aren't currently set up to target easily. As a result, Cipher Group's and MediaMath's new tool could become quite attractive to advertisers. Still, supporters of the "Total Market" strategy might argue that a multicultural approach should be integrated into all marketing for these very reasons.