Reaching these audiences require fast nimble, intelligent ad servers.

These ads are in the format of display ads, native in feed ads, OTT/CTV, and streaming audio (Pandora & Spotify) Learn more about OTT/CTV here.

Ads are served via ad exchanges who utilize AI and machine learning algorithms to serve ads to the right consumer in the right place at the right time.  

These could be seen on websites, in apps, on streaming TV channels, streaming radio.  

Formats include video, .15, .30, 1 minute increments as well as static display ads.  

Choosing your media in the world of OTT/CTV, streaming radio and TV can be overwhelming for some as it's similar to Social Media and Search (Google, Yahoo, Bing).  

Brands, businesses and media buyers aren't sure which digital channels best align with their brand's goals.  Where do we start? What's most effective and cost effective?  

The solution for our clients has been Programmatic advertising.  These are static display ads or videos that are targeted to consumers who've expressed a behavior or intent to purchase with a brand.  The consumer has searched for a product or service, the consumer has physically been in specific retail locations, the consumer is viewing content and visiting websites related to a specific product or service.  Once the Programmatic algorithms have picked up on this, the consumer will start receiving ads from different brands that offer the same product or service they had been recently searching for. Some consumers sum it up to magic.

Specific podcasts and streaming video as well as  certain streaming channels can be purchased individually  if you do your due diligence and align the media with the goals and brand.  This is more manual and fragmented and can lead to missed opportunities as humans cannot optimize campaigns fast enough to keep up with AI.  

It all comes back to the fact that there's no free lunch.  Like it or not many of the apps we use on our mobile devices are free.  Tablets, phones and smart watches all have an IMEI which allows the apps on your mobile device to create a "digital profile" connected to the IMEI of the device.  

The Consumer is trading the free use of the app for location tracking, shopping patterns, HHI, ethnicity, behavior patterns, favorite places to eat, where you work, hang out, eat and live. But...... you can use the app for free!

You can learn what the FCC has to say about it here.

You IMEI is now a commodity being bought and sold to brands for advertising among other uses.  Here is more on IMEIs.

Retail Location Data information on the consumer level is a hot button for most consumers.  NO ONE wants to be "tracked."  You get the feeling that you're prey or being hunted and watched, which is not the best feeling, but this is what the consumer is agreeing to when they download apps and use them for "free."  

Most apps will allow you to control what the apps can do on your mobile device when you pay for the app.  Apps can have access to your microphone (social listening), location data, and more, which will collect all sorts of data points on a consumer, which is tied to the IMEI number in the device.  

With location data information, advertisers are able to target their video commercials and static ad campaigns directly to the IP addresses and devices of consumers they deem "relevant" in which to serve their ads 

Ever shopped for a car online?  The year make and model of the car you want will follow you on every site you visit, app you're using or streaming TV show you're watching.  This isn't a coincidence.

When consumers start their search for a car, they're on many different dealer sites, financing and loan sites, they're visiting car lots, they're applying for loans, etc.  All of these behaviors are signs that they need to buy a car and the "digital footprint" they created has "alerted the media" that they are in the market for a car.