We plan and buy every channel as one strategy, and we are digital natives who know when to be old-school. Sometimes the right placement is bought in an auction at 3 a.m. Sometimes it is bought by calling every vendor in a city until someone has the screens.
Below is what we buy, what each kind of media is good for, how it is bought and how it is measured. The platforms we buy it on are on where we buy.
Awareness and consideration at a scale no other digital channel reaches, measured by brand lift, reach and frequency, and matched household visits.
Read moreThe television message carried to the same audience on their phone and laptop: YouTube for scale, finance and news publishers for context.
Read moreA defined audience on the publishers that matter to them, at a price that lets the campaign run all year. Fraud and made-for-advertising sites kept out.
Read moreDemand that already exists, bought at what the lead is worth rather than what the click costs. Each business line gets its own conversion.
Read moreConsumer reach and retargeting on Meta, professional audiences on LinkedIn, context on Reddit. Every conversion checked against your records.
Read moreFrequency with an audience that does not skip. A supporting channel in a brand plan, read in the brand study rather than in attribution.
Read moreA moment when your audience is in one place: a conference, a trade show, a city during a launch. Programmatic for reach, direct for the screens that matter.
Read moreThe placements no auction sells: a takeover on a Fed day, a custom video unit, a publisher's own advisor list. Audited against the CPM alternative.
Read moreHover or tap a slice.
Connected TV
What it is for. Awareness and consideration among an audience you can describe, at a scale no other digital channel reaches. On the finance networks it puts a fund or an annuity in front of the people who buy them, in the programs they already watch. For a brand study it is the cleanest read in digital: logged-in, on a television, with a control group.
Who we buy from. Direct and guaranteed deals with NBCUniversal, Netflix, Bloomberg, CNBC and Fox, and curated premium tiers for reach beyond them. We work with each network's programmatic team and its direct sellers, whichever side holds the inventory the plan needs.
What we watch for. Frequency, which is paid for whether or not it lifts anything, and attribution, which depends entirely on identity. Reach is reported as a sentence, one campaign at a time, because it does not add. Site visits that follow an exposure are reported as a match, not as proof.
Online video
What it is for. Extending a television message to the same audience on their phone and laptop, and retargeting the households that saw it. YouTube for scale, premium finance and news publishers for context.
What we watch for. Where the video actually plays. A completed view in a corner of a page is not the same impression as a full-screen one, and the price should know the difference. Since iOS 26, identity-based targeting in the browser is thinner, so we overweight context.
Programmatic display
What it is for. Reaching a defined audience on the publishers that matter to them, at a price that lets the campaign run all year. In finance, that means publishers' own first-party advisor and investor audiences, bought through preferred deals rather than at rate card. For retargeting, it is the channel that keeps a brand in front of the people who already showed interest.
What we watch for. Fraud, made-for-advertising sites and AI slop. We flatten the first, mute the second and squash the third, because an impression nobody saw is not a cheap impression. Everyone here is technical, and we make it a point of pride to understand the algorithms deciding where your ads run.
Paid search
What it is for. Capturing demand that exists. Someone is looking for what you sell; the job is to be there and to pay what the lead is worth, not what the click costs. Each business line gets its own conversion and its own target.
What we watch for. Search cannot create demand, and the cheapest leads are often the wrong ones. Engagement by channel against direct traffic, and the rate at which leads become customers, are the standing checks.
Audio and podcasts
What it is for. Frequency with an audience that does not skip: commuters, runners, people who listen to the same three shows every week. A supporting channel in a brand plan, rarely the lead.
Who we buy from. Spotify directly, and podcast networks through the DSP.
What we watch for. Attribution is weak by nature, so we don't pretend otherwise. It is bought for reach and read in the brand study.
Digital out-of-home
What it is for. A moment when your audience is in one place: an advisor conference, a trade show, a city during a launch. The screens that matter most are not in any programmatic marketplace, so we go direct for the concourses, the streets around the venue and the kiosks inside.
What we watch for. Out-of-home impressions are estimates of people passing a screen. We report them as that.
Direct deals and custom units
What it is for. The placements no auction sells. A full-day homepage takeover on a Federal Reserve announcement day. A video hero unit that outperforms everything else on the plan. A publisher's own advisor list. In finance these are a large share of the plan, and we have the relationships to buy them well: Dow Jones, Bloomberg, CNBC, Fox Business, Investopedia, Reuters and Yahoo Finance among them, and the streaming, audio and out-of-home sellers on where we buy.
What we watch for. Fixed prices and the publisher's own numbers. Most fixed-rate sponsorships underperform the same inventory bought by CPM, so every one is audited against its alternative, and the ones that stay are counted by our ad server and verified like everything else. When a unit needs live data in it, prices, a sector's performance that day, we build the integration that keeps it current.
Shown, not told
Advisor-targeted out-of-homeOne conference end to end: airport, convention center, kiosks.
Dynamic video with live market dataVideo ads that re-rendered through the trading day, and the integration behind them.
Display ads calling market dataEvery standard size, with a live sector tracker inside.
And creative
We do not make your ads. Bring your creative, or your creative agency; we have worked alongside some of the city’s best. What we do is tell you which version to run, where, and why, and show you the proof. And we move fast: when a message needs live data, a new size or a new cut, it is built and trafficked in days, not weeks.
Paid social
Meta, LinkedIn, RedditBoughtIn your accounts, run by usMeasured byServer-side conversions checked against your records; brand lift on LinkedIn
What it is for. Consumer reach and retargeting with a conversion goal on Meta. Professional audiences on LinkedIn, where the objective is to be thought of first and the brand study is the point. Context on Reddit, for the people who research before they buy.
What we watch for. Platform attribution that counts generously. Every conversion is defined in your terms and checked against your records before it reaches your reporting. In health, we check what the pixel sends before it sends anything.