XR empowers brands to create, distribute and optimize content that resonates with audiences around the world.  

With the largest source of advertising assets and a distribution network serving 95% of the top 200 brands, the XR platform is uniquely positioned to help marketers shape the future of inclusive content and build creative that authentically reflects the diverse world we live in today.  

At Advertising Week New York, XR proudly introduced, the Representation Index (RX), a new metric for inclusivity in advertising in partnership with The Female Quotient.  

Unveiled in a dynamic fireside chat between XR's Global President and COO, Jo Kinsella, and Shelley Zalis, CEO of The Female Quotient, RX was introduced as a pivotal advancement in inclusivity, providing a new standard for how brands measure representation in advertising and creative content.  

RX: The Next Evolution for Representation Measurement  

For years, the focus on inclusivity in advertising has been centered around gender and based on survey data.  

RX represents the next step in the evolution of representation, where it goes beyond measuring gender to include multiple dimensions: gender, age, skin tone, body type, and accessibility.

Shelley shared “With RX, we’re breaking down barriers and measuring what truly matters across the globe. It’s about reflecting the world as it is today, and not just making assumptions."

A Technology-Driven, AI-Powered Metric

RX utilizes smart tagging and AI to analyze XR's extensive creative library at scale. Each piece of content is automatically tagged and scored on key elements—such as age, body type, skin tone, and gender expression—yielding a score from zero to 100, with higher scores indicating greater inclusivity.  

To date, RX has scored over 2.5 million creative assets, allowing marketers to track their representation at various levels—by brand, campaign, market, and individual asset. And, because of the scale and use of AI, RX reduces bias while enables benchmarking for comparative analysis across industry categories. RX will soon include accessibility and authority, helping understand roles used within content.

Why Inclusivity is a Business Imperative

Inclusivity isn’t just a social priority; it’s a business driver.  Research from Kantar and WARC shows that effective ads drive 4x the profit and 75% of consumers say diversity influences their buying decisions.

The RX score gives marketers a clear, technology-backed metric that shows them where they can improve, helping them connect more effectively with audiences and drive business outcomes.

For example, the automotive industry has an RX score of 30, with lower scores in age (19) and gender expression (37). These numbers indicate room for growth in age especially considering that women make 95% of car purchase decisions. Understanding how you can better represent the people you want to reach will drive resonance and attract audiences.

Building a More Inclusive Future

RX is metric that can drive positive change, allowing brands to assess their performance relative to industry standards and identify areas for improvement. 

Shelley emphasized. "This isn’t about saying one brand is good and another is bad.  It’s about helping brands be better, learn, and grow in a way that aligns with today’s global, diverse audience."

Jo Kinsella highlighted the importance of representation for future generations: "I want to make sure that when my 15-year-old daughter sees things online that she’s experiencing content that is representative of the world as it is today. I’m so proud to be a part of this because we need to do a better job for today, but also for the next generation and those that come after."

From linear TV to CTV and digital, XR is helping marketers build a more inclusive future that goes beyond stereotypes and reflects the world as it truly is.  

Let’s work together to elevate representation and empower creative responsibility across the advertising ecosystem.

Learn more about RX and get in touch to unlock your score.