Trump’s executive orders targeting DEI programs could negatively affect corporate diversity efforts, threatening ad dollars for Black-owned media and reshaping the future of inclusive advertising.
The Trump administration has moved swiftly to dismantle DEI initiatives across the federal government. On January 20, 2025, President Trump issued Executive Order 14151, eliminating all DEI policies, programs, and positions.
The next day, Executive Order 14173 mandated federal contractors certify compliance with anti-discrimination laws and directed agencies to target private and higher education sectors for “civil compliance investigations.”
After George Floyd’s murder in 2020, advertisers increased spending on Black-owned publishers, and agencies committed to reallocating budgets to address media representation gaps. Could these Executive Orders impact DEI-designated ad spend on Black-owned media and throughout the ad tech ecosystem?
It might still be too soon to tell, but they are sparking potential legal repercussions. On February 21, 2025, Judge Adam B. Abelson of the U.S. District Court for the District of Maryland issued a nationwide injunction, citing potential constitutional violations, particularly regarding free speech. The White House defends the orders as enforcing “colorblind equality before the law,” while critics warn they could undermine diversity efforts and harm marginalized communities.
William Roberts-Foster, an advertising & media innovation leader, explains that while executive orders are not laws, they do set compliance standards for federal contractors and subcontractors—a category that includes many large ad tech firms.
“You’ll likely see more companies in that category make efforts to comply with applicable orders to protect their financial relationships with the government… While some federal contractors and subcontractors did have explicit diversity hiring goals, they may change in an effort to comply with this order,” said Roberts-Foster.
The Trickle-Down Effect on Black Publishers and the Ad Tech Industry
Judge Abelson’s injunction temporarily blocks federal retaliation against brands for their DEI commitments, meaning advertisers can continue running programmatic guaranteed deals with Black-owned media—like Blavity and Black Enterprise—without violating Trump’s orders. However, the ruling is temporary, so brands may still adjust their approach cautiously.
Despite this temporary protection, Black-owned publishers still face algorithmic biases in ad tech platforms. Some SSPs classify them as ‘long-tail’ inventory—low-value, remnant ad placements—while others flag culturally specific content as MFA (made-for-advertising). This forces many publishers into open auctions instead of securing direct programmatic guaranteed deals. This, in short, means that Black publishers already have it hard in the digital media streets. The DEI crusade adds another layer of difficulty.
“When companies slash their DEI budgets, Black-owned media is often first on the chopping block,” said Liv Lewis, Founder and CEO of Liv Lewis Communications, LLC. “Less funding means fewer ad dollars flowing into diverse publications, fewer brand partnerships, and fewer opportunities to grow.” She argues that brands walking away from DEI are also walking away from authentic engagement with diverse audiences, which could hurt their long-term growth.
Roberts-Foster agrees. Black-owned and diverse media outlets are often overlooked for the large investments of ‘general market’ dollars. If companies rescind DEI-aligned budgets, these ‘niche audience’ outlets will have more difficulty getting meaningful spend.
Long-term Implications for the Ad Tech Industry
Even before Trump’s executive orders, DEI-driven ad spend showed signs of slowing. According to AdExchanger, as of 2024, advertisers still spent less than 2% of their annual budgets on publishers that reach minority audiences.
Companies are increasingly cautious about their DEI initiatives, with many now listing DEI as a “risk factor” due to potential business impacts from their diversity actions. A recent survey found that 11% of companies maintaining or reducing DEI funding will likely eliminate these programs later in 2025, indicating a reconsideration of DEI approaches. Major retailers like Target are scaling back DEI initiatives, such as ending the ‘Belonging at the Bullseye’ program. As companies face pressure to cease DEI efforts, some redirect funds to general operating expenses or invest in AI and technology initiatives.
“This is the moment to stand firm. Brands, agencies, media companies—if you believe in diversity, show it. Don’t just talk about equity when it’s convenient. Consumers are watching, employees are watching, and the receipts will tell the story,” said Lewis.
Next Steps for Industry Stakeholders
For Brands: Companies looking to maintain diverse media commitments can structure spend through programmatic guaranteed (PG) deals, which ensure controlled ad placements without direct DEI pledges.
For Publishers: Black-owned media companies should push for direct partnerships and leverage private marketplaces (PMPs) to bypass open auction risks.
For Agencies: Agencies can help clients maintain inclusive media buys by shifting spend language from ‘DEI-driven’ to ‘authentic audience targeting’—a move that allows continued investment without triggering EO restrictions.
In short, the Trump administration’s anti-DEI stance poses significant challenges for Black and marginalized publishers in ad tech, potentially reversing recent progress. However, the industry’s response, ongoing legal challenges, and the fundamental business need for diverse audience reach may help mitigate some of these effects. As the situation continues to evolve, it will be crucial for the industry to remain vigilant and find innovative ways to maintain its commitment to diversity and inclusion in advertising.