AdTheorent and Hero Media Unveil AI-Powered Hero One: Transforming Programmatic Advertising


  • AdTheorent and Hero Media unveiled Hero One, the first ML-powered Black-owned DSP, in programmatic advertising.
  • Hero One leverages advanced machine learning, algorithmic audience creation, and a unique Cultural ID Graph for contextually relevant advertising.
  • The platform efficiently drives brand-specific KPIs at scale and enhances multicultural programmatic advertising.
  • Key features include Cultural ID Graph, Multicultural Network & Unique Inventory, Predictive Targeting, Geo-Intelligence, and Cross-Environment Mapping.
  • Joe Anthony, Founder and Chairman of Hero Media, stresses the importance of equity in the advertising industry for Black and diverse-owned media companies.

Main AI News:

In a groundbreaking collaboration, AdTheorent Holding Company, Inc., a trailblazer in machine learning technology for programmatic advertising, has joined forces with Hero Media, a cutting-edge Black-owned media and ad tech company. Together, they proudly introduce Hero One, the first-ever ML-Powered Black-owned DSP (Demand-Side Platform) in the realm of programmatic advertising. Hero One, powered by AdTheorent, seamlessly merges AdTheorent’s award-winning machine learning-driven media-buying expertise and audience creation platform with Hero Media’s exclusive Black-owned media network, proprietary properties, and unparalleled data insights, all aimed at connecting with diverse audiences on a grand scale.

Hero One stands as an audience-centric programmatic platform, harnessing the formidable potential of machine learning, advanced algorithmic audience creation, and the industry’s inaugural Cultural ID Graph. This powerhouse of a platform is dedicated to delivering contextually relevant advertisements that yield tangible business results for brands and agencies alike. By capitalizing on AdTheorent’s technology and groundbreaking audience solutions, Hero One empowers advertisers to position their brand message precisely in front of the right consumer at an opportune moment across the digital landscape. Hero One is not only efficient but also profoundly effective in driving brand-specific key performance indicators (KPIs) on a substantial scale.

Jim Lawson, CEO of AdTheorent, expressed his excitement about the partnership, stating, “AdTheorent is thrilled to partner with Hero Media to power the first ML-Powered Black-owned DSP that will enable advertisers to target and reach diverse audiences at scale like never before. Combining Hero Media’s Black-owned media network and data with AdTheorent’s award-winning machine learning media buying platform and algorithmic audience creation solutions will elevate multicultural programmatic advertising beyond assumptions-based retargeting.”

Key Highlights of Hero One’s Capabilities Include: 

  • Cultural ID Graph: Leveraging unique signals and contextually relevant keywords to build custom audiences to achieve client KPIs. 
  • Multicultural Network & Unique Inventory: Designed to reach diverse audiences at scale, leveraging unique data and inventory to enable advertisers to reach multicultural audiences and exceed their campaign KPIs. 
  • Predictive Targeting: Identifies and reaches consumers most likely to convert on campaign goals utilizing custom machine learning models fueled by historical and real-time data. 
  • Geo-Intelligence: Combines the power of predictive targeting with location-based data to reach consumers who are currently at or have recently been to a specific geographical location or point of interest and who have the highest probability of taking a desired campaign action. 
  • Cross-Environment Mapping: Utilizes contextual and other privacy-friendly signals to offer cross-device, relationship, and visitation targeting by identifying correlations between devices and locations.

Joe Anthony, Founder and Chairman of Hero Media, emphasized the urgent need for equity and representation in the advertising industry, stating, “Black and diverse owned media companies still only get a fraction of the $300+ Billion spent every year on advertising in the U.S., and as more brands move to audience and data-driven targeting approaches, the greater the adverse impact on diverse owned media. There is little to no diverse ownership in AdTech, and with more investment going to programmatic advertising, it’s imperative that we have greater equity in the platforms that will dictate where and how money is allocated to Black and diverse owned media brands — and that’s why we are launching Hero One.”


The launch of Hero One signifies a pivotal moment in programmatic advertising, as it combines AdTheorent’s machine learning prowess with Hero Media’s unique data and Black-owned media network. This collaboration empowers advertisers to effectively reach diverse audiences at scale, addressing the equity gap in the industry and setting a new standard for multicultural programmatic advertising.