NEWS8 October 2024
US – Technology platform Extreme Reach (XR) and media business The Female Quotient have partnered to develop a metric to measure inclusion in advertising and creative content.
The Representation Index (RX) offers real-time analysis of creative assets based on diversity dimensions, including age, gender expression, body type and skin tone. The index will also soon cover accessibility and authority.
Launched at Advertising Week New York yesterday ( 7th October), the index produces scores by industry vertical, brand, campaign and at the asset level.
The index is based on automated AI analysis of around two million assets across 140 countries.
The companies said the RX score would allow marketers to track progress against industry benchmarks.
Shelley Zalis, founder and chief executive, The Female Quotient, said: “As the pioneer of online market research and co-founder of SeeHer and GEM (Gender Equality Measure), I know the power of metrics in driving progress. The RX metric offers brands a comprehensive solution to measure what matters to evaluate and improve their representation in creative content.”