Sports podcasts are quickly becoming key players on the field, drawing in avid sports fans from across generations and providing a fertile ground for ad buying. Whether it's Super Bowl season, World Cup, March Madness, or the Olympics; there's always a buzz around sports with dedicated viewers and loyal supporters. But beyond just watching and chatting about last night's game around the water cooler (virtual or IRL), sports fans are interacting with their favorite teams and athletes in a whole new way - through podcasts.   Sports podcasts are quickly becoming key players on the field, drawing in avid sports fans from across generations and providing a fertile ground for ad buying. A recent study by SiriusXM Media , GroupM, and Edison Research revealed that an impressive 64% of self-identified sports fans regularly tune in to sports audio content! And, sports podcasts are the leading audio format among Gen Z fans, presenting an exciting opportunity to reach this demographic. Why advertise on sports podcasts? Built-in consumer trust According to the aforementioned study, the majority of sports fans (67%) trust the products and services used by their favorite athletes , and a similar proportion (64%) extend this trust to products and services endorsed by sports announcers or commentators. This level of confidence can significantly impact brand perception and loyalty . Programmatic audio ad buying Many sports podcasts can be bought programmatically, or through automated bidding platforms. Programmatic audio offers advertisers the same broad reach, precise audience data, contextual targeting, and valuable campaign measurements as CTV or streaming radio. Sonic branding opportunities Audio ads generally provide brands with outstanding opportunities to convey their tone, message, values, and brand identity to listeners already in a receptive mindset. Strategically placed jingles or voiceovers by trusted influencers can evoke a deeper emotional resonance in a listener and ensure higher brand recall than a static visual ad. Photo by KoolShooters What are the top sports podcasts? The appeal of sports podcasts extends beyond the four major men's leagues. Women's sports are finally getting the attention and investment they've long deserved, with the WNBA breaking viewership records , and podcasts are playing a crucial role in bridging the gap for fans. Shows like The Re-Cap Show by soccer stars Christen Press and Tobin Heath are capturing the attention of a growing audience, especially among younger demographics. According to Feedspot , the most influential US sports podcasts in 2024 are: 1. Pardon My Take by Barstool Sports 2. The Bill Simmons Podcast by The Ringer 3. The Ryen Russillo Podcast by The Ringer 4. Cover 3 College Football by CBS 5. Crime in Sports by Wondery, and 6. (of course) ESPN Daily! The data is clear: sports podcasts are not just a passing trend; they are a powerful tool for reaching and engaging target audiences. However, simply buying ad space is not enough. Brands need to leverage these platforms creatively to connect with listeners and maximize their return on investment (ROI). How best to advertise on sports podcasts Branded content One effective strategy is to create custom content that aligns with a brand's values and messaging. This could involve producing original podcasts, sponsoring specific segments, or collaborating with athletes or commentators . By providing valuable and entertaining content, brands can build a loyal following and generate positive brand awareness. Athlete endorsements Partnering with athletes idolized by a brand's target audience can enhance credibility and drive engagement . Athletes' influence can be particularly powerful in reaching younger demographics and niche markets. Multi-channel messaging Brands can leverage the power of social media to expand their sports podcast initiatives. By sharing clips, behind-the-scenes content, and engaging with fans on platforms like Twitter and Instagram, brands can extend their reach and foster a sense of community. In conclusion, sports podcasts offer a unique opportunity for brands to connect with a passionate and engaged audience. By understanding the preferences of sports fans, leveraging athlete endorsements, and creating valuable content, brands can effectively utilize these platforms to achieve their marketing goals. As the popularity of sports podcasts continues to grow, it is essential for brands to stay ahead of the curve and capitalize on this exciting new medium.   For more media buying news and tips, subscribe to our weekly Paid Media Insights  newsletter.

New Creative Format Engages Audiences Across PubMatic’s Premium Supply Imagine you’re perusing various websites on your phone. Instead of the usual square, static or video ads around the content, you see vertical video ads like on TikTok or Reels. SeenThis today announced a partnership with Exverus to power their Social Reach product with its streaming vertical video technology. Premier Protein is the first client to run this new product. SeenThis’ new ad format brings the engagement of social ads to the open web, delivering with lightning fast speed using adaptive streaming technology. With SeenThis, Exverus combines the creativity and mobile-first design of social media ad formats with the power of targeted advertising at scale on premium content environments for their clients. SeenThis and Exverus are partnered with PubMatic to deliver Social Reach across their premium supply. "This year, we’re doubling down on sweetening the journey. New flavors, new products and new creative, all speaking to our strategic positioning,” said Kristin Rasmussen, Associate Director, Integrated Marketing, Premier Protein. “With the help of SeenThis and PubMatic, we’re able to spread the joy and encourage even more protein-users to join the party with amplified distribution of social content via high-performing video experiences.” “Social Reach powered by SeenThis streaming vertical video gives us access to new environments to deliver social creative to audiences beyond the social walled-gardens. This represents the next generation of much needed social extension. SeenThis’ adaptive streaming technology takes existing social assets and delivers them more efficiently than standard social formats via targeted inventory from PubMatic across the open web,” said Hillary Kupferberg, VP Performance Marketing at Exverus. The groundbreaking campaign brings the first to market vertical video ad format to the open web and improves upon it with high-quality streaming delivery and premium placements in brand-safe environments. Social Reach powered by SeenThis vertical video ads can deliver in standard display ad slots, giving brands the ability to scale their campaigns across more of the open web and reach their audiences in new ways. “SeenThis gives advertisers the opportunity to reinvent their approach to display advertising, delivering high quality vertical social video in standard IAB ad slots. With lightning-fast load times and creative formats that fit the vertical experience of a smartphone, we are unlocking new levels of performance for advertisers,” said Susan Kravitz, Head of Commercial Partnerships at SeenThis. About SeenThis Since 2017, SeenThis has been evolving screen experiences for everyone, everywhere. With its groundbreaking adaptive streaming technology, SeenThis is transforming the distribution and climate impact of digital content compared to traditional technology. With billions of streams served for 5000+ brands in 50+ countries, the company is on a journey to reshape the internet – for good. Working across seven offices globally, SeenThis employees are obsessed with creating a truly high-speed and energy-efficient Internet. For more information, visit seenthis.co. About Exverus Media Founded in 2014, Exverus is a Los Angeles-headquartered media agency elevating growth-stage brands through full-funnel media planning, traditional and programmatic advertising, retail media & e-commerce, paid search, paid social, and analytics. Our data-driven media plans combine precise market research with creative ideas to confidently allocate every ad dollar for the maximum return. Named for the Latin phrase "from the truth", Exverus is dedicated to transparency and long-term client trust. Learn more at exverus.com. For press queries, contact Michelle Andrade michelle.andrade@exverus.com

As the agency celebrates a decade in business, we look back at how the industry's changed. Get out the cake and candles because, in January 2024, Exverus Media celebrates 10 years in business! 🥳 William Durrant, Talia Arnold, and Jack Win founded Exverus in 2014 with a shared vision for the type of agency they wanted to work for. Fed up and burnt out from a decade each of grinding for ad agencies that put profit before people, the founding Exverians built a new kind of agency: one in which people could have families without hindering their careers, sleep 8 hours a night and take real breaks, see women and people of color in leadership positions, feel good about the deals they’re signing with clients. Named for the Latin phrase "from the truth", Exverus dedicates itself to transparency and long-term client trust. Our omnichannel media plans combine market research data with creative ideas to confidently allocate every ad dollar for the maximum return. Over the last decade, Exverus has served Fortune 500 companies like CLIF bar, Coca-Cola, Post, and MasterClass. Our specialty is sustainable, wellness brands like Premier Protein, Stella & Chewy's , New Belgium & Bell's Brewery. We’ve taken the Clean Creatives Pledge to never work with fossil fuel companies, and we’re proud of what we put into the world. In that time, we've won numerous industry awards, including: 2x Ad Age Small Agency of the Year: Media 2x Ad Age Media Planner of the Year 6x Adweek Media Plan of the Year 3x CANNES Lions Shortlist LA Times' Best Workplaces in SoCal 2023 But the advertising industry has changed dramatically from 2014 to 2024. Here are just a few of the ways things have changed, according to our executives: “While it's true that the more things change the more they stay the same, remote work has been an important change that's opened us up to new talent across the country.”  - Bill Durrant , President & Founder “We've only begun to scratch the surface of what AI  can do, but it's already made such a huge impact on every aspect of our work. It has revolutionized traditional processes and shifted our approach to all facets of problem-solving, strategy, and even operational efficiency.”  - Jack Win, Head of Operations & Cofounder “The evolution of consumer privacy : this has included the introduction of new regulations such as GDPR, the growing global regulatory landscape, and the need for brands and companies to take a proactive stance on privacy all due to the rapid growth of social media, digital transactions, and digital marketing in the last several years.”  - Melissa Andraos , SVP of Media Strategy “Targeting consumers based on programmatic audience data  vs placing ads in context: there used to be way more emphasis on making a creative connection between ads and the environment across TV, print, and site direct partnerships. Now, more ads are placed in feed vs in context.”  Tasha Day , VP of Media Strategy At Exverus Media, we pride ourselves on spearheading industry changes and technological evolutions to provide our clients with the most up-to-date best practices. Congratulations to all of our employees on ten years, and big thanks to everyone who has supported us along the way. Here's to ten more! 🥂

Exverus VP of performance marketing discusses omnichannel commerce with Stephanie Paterik, editor in chief of The Current by The Trade Desk Photo Credit: The Current  by The Trade Desk Unpopular opinion: Hillary Kupferberg wants AI to take her job! She says passing off tedious and mundane tasks like billing to an AI assistant would free us all up to focus on more creative ideating, the fun part of the ad business. Watch what else our performance marketing expert had to say about: the rise of retail media & e-commerce social media becoming increasingly shoppable, and full-funnel campaign measurement below! To speak with Hillary or another one of our media buying experts, send queries to: Michelle Andrade Senior Manager, PR & Communications michelle.andrade@exverus.com And for more ad buying news and tips, join our free, weekly Paid Media Insights  newsletter.

Google DV360 is a popular programmatic advertising platform for brands with smaller ad budgets. Avoid these mistakes to make the most out of yours.  You don’t need us to tell you the benefits of advertising on CTV.  You’re already weighing its enormous reach and personalized ad targeting capabilities against its premium price tag.  So, to help guide your decision-making process, we’re zeroing in on a major player in the programmatic advertising space that buys CTV and so much more: Google’s Display & Video 360 (or DV360 for short). What is Google DV360?  DV360 is not just a demand-side platform (DSP); it’s a digital advertising platform that enables advertisers to build, manage, and optimize campaigns via programmatic activation.   This platform is especially beneficial for those looking to execute complex, multi-faceted advertising strategies that target specific user behaviors and interests. With access to the top streaming ad-supported publishers including Hulu, Disney, Tubi, Peacock, and YouTube, advertisers using DV360 can reach 93% of all ad-supported CTV households in the US.  In addition to display, video, and CTV ads , DV360 can be used to buy homepage takeovers, audio ads , and more.  On top of that tremendous reach, frequency management across YouTube and other CTV apps means brands can see a 5% reach per dollar increase  on average. What’s the difference between Google Ads and DV360? As Performance Marketing World explains, Google Ads allows advertisers to reach about 48% of internet users, while DV360 widens the reach to 90% of the internet!  Furthermore, DV360 allows for more granular audience segmenting . While Google Ads can only target via first-party data or Google’s audience information, DV360 combines both these types for a more comprehensive audience picture, plus third-party data for more efficient targeting. How do I get started in Google DV360? Define goals & select inventory Clearly outline what you aim to achieve with your campaign, whether it’s increasing brand awareness, generating leads, or driving sales. Utilize DV360’s private marketplace (PMP)  to discover and secure high-quality inventory that aligns with your target audience. DV360’s  real-time bidding (RTB) capability automatically optimize ad placements based on performance metrics, ensuring maximum ROI. Build your audience:  Using first-party data  is a reliable and privacy-compliant option on the CTV screen within Display & Video 360. This helps build consumer trust, encourages purchase consideration, and reduces audience churn.  Google Audiences  are a reliable audience solution built by Google with consumer privacy in mind. These audiences are available for free at a large scale, meaning marketers don’t have to sacrifice performance for durability. The true value of DV360, however, lies in its aforementioned granular audience segmentation and targeting based on demographics, interests, behaviors, and purchase history. Brands can build custom audiences based on their own data, such as website visitors or app users, to create highly relevant campaigns.  You can also create lookalike audiences  to expand your reach to new customers looking to discover products in your category. Get creative Google’s Ads Creative Studio allows advertisers to develop display and video ads (including CTV), customized for different audiences, locations, languages, or contexts. Google’s Brand Extension  ads let viewers interact with ads on CTV screens and send push notifications to phones for further engagement. (Advertisers can also develop custom creatives with a third party then run them across DV360 publishers.) Studies show that advanced creatives (like Overlay Ads ) earn an additional 47 seconds of watch time than standard video, are 4x more memorable, and save advertisers 72%. Start testing A Harvard Business Review  study found that advertisers who ran 15 experiments a year saw  30% higher performance  than those who ran none.  Display & Video 360 lets advertisers easily set up A/B tests. They can compare different ad campaigns, measure performance, and adjust their strategies.  Google Ads Data Hub combines display ad data with site and CRM data for geo-targeting and custom analysis.  GA4 can be linked to Google Ads for in-depth reporting on how people use a particular website or app, the full customer cycle. Measure & adjust From a digital perspective, we can look beyond reach at more sophisticated metrics with stronger business impact: For example, we can understand user attention  based on sound volume and time on screen. Measuring and optimizing attention metrics has been shown to increase performance by up to 79%. Alongside digital, advertisers can track attribution  for cross-device conversions. This means that if someone sees an ad on a CTV screen and makes a purchase on their phone, marketers can measure that journey across screens.  What’s new in Google DV360? At the 2024 NewFronts , Google announced a host of exciting DV360 capabilities for brand marketers, including integrations with Disney’s Real-time Ad Exchange (DRAX), Paramount, and MAX’s premium inventory; and tools for making the buying process smoother like instant deals  and the commitment optimizer .  The DV360 API  now includes the ability to manage keyword targeting at the advertiser level and an optimization objective field for insertion orders. Instead of outcome-based buying, you can now use tools like automated bidding strategies  and optimized targeting  to maximize the likelihood that an impression will lead to a desired outcome. Photo Credit: Fernando Hernandez What mistakes should brand marketers avoid when working with DV360? Not clearly setting goals. If you don’t get specific about your campaign goals and choose the right metrics to measure your progress, you’ll waste money on ineffective tactics.  Letting the algorithm be the boss. While Google’s automated bidding and predictive targeting technologies are industry-standard, we as human advertisers must still take responsibility for monitoring our campaigns and proactively course-correcting as needed.  Not curating your audiences. Precise audience targeting is shown time and time again to be the most efficient way to spend your ad budget. It doesn’t matter that a million people see your ad if half of them will never need your product! Take advantage of Google’s audience segmentation features.  Wrong geo-targeting.  If you’re using a zip code for geo-targeting, keep in mind that the same zip code may exist in another country! Double-check that you’re targeting the right area.  Whether you’re programmatically buying media on DV360 or another platform, the basic principles of setting up and measuring campaigns are the same. Partnering with a trusted media agency can help you navigate programmatic advertising safely and effectively. For more media buying news and tips, subscribe to our weekly Paid Media Insights  newsletter.

The latest report from Exverus by Brainlabs shows why long-term investment, not day trading, is the best model for planning advertising campaigns. Quick question: Would you day-trade your retirement portfolio? No? Then why treat paid media campaigns like get-rich-quick schemes? Our latest report, "Paid Media is Like a 401K, Not a Penny Stock", is your roadmap to sustainable brand growth. We're breaking down why consistent, strategic advertising is the surest path to challenging the biggest players in your industry. You'll learn: How spreading out $10MM in ad spend increased ROI for a real-life client by 51% Why "going viral" is marketing's most overrated goal Strategies to build customer loyalty that compounds like interest Metrics that matter beyond short-term clicks Plus - concrete case studies like Dollar Shave Club's marketing masterclass and Juicero's cautionary tale of startup hype. Brick by brick, not get-rich-quick. That's how real brands are built. Your brand's future self will thank you!

The Festival of Media North America Awards celebrate excellence in marketing, advertising, and media campaigns from agencies large and small. Exverus Media has won the Best Retail Media category at the Festival of Media North America (FOMNA) Awards for Premier Nutrition: Winning Prime Big Deals Day. The honors were given at a ceremony at the Sky Theatre in New York City the evening of December 5, 2024. Premier Nutrition: Winning Prime Big Deals Day was a multichannel paid media campaign that made Premier Protein Shakes the #1 top-selling item across Amazon on Prime Big Deals Day in October 2023! We achieved retail media success by designing a new path to purchase, meeting our target Gen Z and Millennial "Healthy Strivers" where they actually discover and consider brands: social media. "The level of strategic thinking and execution has set a new bar for media working in the region. What truly stands out is the growing focus on creating campaigns that not only resonate with audiences but also drive lasting impact, reflecting the industry's commitment to pushing boundaries and shaping the future of media." - Leah Mellard, Awards Manager, Festival of Media See all the 2024 winners here! Founded in 2014, Exverus is a Los Angeles media agency elevating growth-stage brands through full-funnel media planning, traditional and programmatic advertising, retail media & e-commerce, paid search, paid social, and analytics. Our data-driven media plans combine precise market research with creative ideas to confidently allocate every ad dollar for the maximum return. Named for the Latin phrase "from the truth", Exverus is dedicated to transparency and long-term client trust.

Adweek awarded the multichannel CPG campaign for Best Use of Mobile Media. (August 20, 2024) Exverus Media's CPG marketing campaign for Stella & Chewy's, " America's Next Top Petfluencer" , has been awarded Adweek Media Plan of the Year 2024 for Best Use of Mobile among campaigns of its size. The raw pet food brand needed to expand into big-box retailers while maintaining strong relationships with the neighborhood pet stores that launched it. So their longtime media planning team at Exverus designed a multi-channel sweepstakes that would drive customers into their local pet stores. Excerpt from Adweek: Digital ads encouraged people to submit their cutest pet photos for a chance to win a prize package. Exverus worked with social influencers and boosted posts targeting pet parents...while QR codes sent people on scavenger hunts to their neighborhood pet shops. Contest participation reached 75%, triple the benchmark. The campaign reached 16.8 million target consumers and lifted foot traffic by 33%! Thousands of entrants opted in to future promotions, collecting invaluable first-party data. To see more of our work with Stella & Chewy's, check out this AR-integrated campaign next: About Exverus Media Founded in 2014, Exverus is a Los Angeles media agency elevating growth-stage brands through full-funnel media planning, traditional and programmatic advertising, retail media & e-commerce, paid search, paid social, and analytics. Our data-driven media plans combine precise market research with creative ideas to confidently allocate every ad dollar for the maximum return. Named for the Latin phrase "from the truth", Exverus is dedicated to transparency and long-term client trust. For more media buying news and tips, subscribe to our weekly Paid Media Insights  newsletter.

The annual awards are given for excellence and innovation in media planning and buying. (LOS ANGELES) May 14, 2024 -- Talia Arnold , cofounder and managing director of Los Angeles media agency Exverus Media, has been named one of Adweek 's 2024 Media All-Stars. The annual awards are given for excellence and innovation and media planning, buying, and strategy. According to Adweek , "As AI continues to influence media buying and the industry overall, these stars are making the best of the technology and finding new ways to help clients maximize their dollars and gain market share. "For the 2024 Media All-Stars, technology is a key tool to crafting the best strategy while navigating markets and audiences that are increasingly diverse, creator-led, and shoppable." Talia’s 20 years of expertise in advertising, media strategy, and data analysis have secured long-term relationships with growth-stage brands like Premier Protein & Dymatize, New Belgium & Bell's Brewery, and Honey Stinger, just to name a few. In addition to overseeing a dozen media planning & performance teams and pitching new business, Talia regularly publishes original whitepapers and speaks at industry conferences . As a result of her leadership and creativity, Exverus is Adweek's 2024 Breakthrough Agency of the Year and among LA Times B2B's Best Workplaces of 2023 . For more media buying news and tips from Talia, subscribe to our weekly Paid Media Insights  newsletter.

Our media buying experts' key takeaways from the Snap Partner Summit 2024 Did you know Snapchat (the social media platform owned by Snap, Inc.) has a user base of 850 million users worldwide?! If you thought Snapchat was just a small niche app for kids, it's time to start thinking of it as a bona fide advertising platform that can grow your business. But how do Snapchat ads work? Fun facts: 75% of people come to Snapchat to interact with their closest circle of family and friends, and... 92% of consumers trust recommendations from friends and family above all other forms of advertising! That's a really significant opportunity to influence your target audience, especially if they're predominantly Gen Z. Snapchat offers two ad creation options : Instant Create:  For quick and easy ads, upload your creative and select your audience and budget. Create your ad in just a few minutes. Advanced Create:  For more complex campaigns, use this option to create multiple ad sets with advanced targeting and bidding capabilities. To measure and optimize your campaigns, use the Snap Pixel to track performance and make data-driven decisions. At Exverus, our professional social media advertisers have close relationships with Snap to build the most comprehensive and effective campaigns for our clients. Snap Partner Summit 2024 Highlights Our VP of performance marketing and paid social director attended the 2024 Snap Partner Summit in the Bay Area and came back with invaluable learnings for media buyers and brand marketers: Snap highlighted their growing user base of 850 million users worldwide, who send more than 1 billion monthly snaps to each other. Company executives unveiled their new  Simple Snapchat  User Interface, which looks to simplify the design of the Snapchat mobile app to make the user experience seamless and easy to navigate. Snap also announced development of their proprietary AI tools for designers/developers to easily create AR lenses and filters on the platform. Most notably, the company unveiled their 5th generation of  Snapchat Spectacles , which create a unique VR user experience that blends Snap's AR technology into the user's real world surroundings. "For the first time in history, we've made transition lenses cool." -- Evan Spiegel, CEO Snap Inc. Key Snapchat Ads Partnerships Hulu x SambaTV x Snapchat Ads Hulu and SambaTV showcased their partnership to drive a full funnel measurement approach with Snapchat ads , allowing Hulu to target new-to-brand users on Snapchat while measuring tune-in lift on the backend using SambaTVs automated content recognition (ACR) technology. Sports & AR Snap highlighted the wide application capability of their AR Lens technology with partnerships across professional sports, including the NBA, LA Rams, and Suni Lee (American Gold Medal Gymnast). Snap is enhancing the fan experiences with athletes behind the scenes, in stadium, and everywhere fans are engaging with sports. Live Music Snap discussed partnerships with Live Nation and artists (including Billie Eilish and Partynextdoor), showcasing how the platform allows users to intimately engage with their favorite artist, strengthening that bond and driving a deeper connection for advertisers in the music industry. Snapchat extends the reach of concerts beyond attendees and allows artists to communicate authentically with their audiences. 3 Things marketers should know about Snapchat Creativity is alive and well!  Authentic and fun experiences make Snapchat unique. Creators and developers continue to raise the bar for content and experiences on the platform, which will provide better media innovation and new opportunities for brands. Add Snapchat to your existing social media mix:  Snapchat is a key part of social media -- it's not a replacement for other platforms, but rather an additive to build brands and deliver business results.  Run A/B tests and connect ads to retailers for driving lower-funnel conversions after capturing upper-funnel attention. Our own social media advertisers are excited to brainstorm ideas of new Snap activations for Exverus clients in 2025 & beyond! What will your team create? For more media buying news and tips, subscribe to our weekly Paid Media Insights  newsletter.

Some marketers feel uncertain about programmatic bidding -- we'll put you at ease. Programmatic advertising is quickly becoming the preferred modus operandi  for digital media buying. In fact, EMARKETER predicts that 91.3% of US digital display advertising will be bought programmatically in 2024! But recent third-party reports suggest ads from major brands are appearing next to harmful content, even with AI-powered brand safety tools in place. That's got some people feeling concerned about the safety of programmatic display advertising more generally, which is understandable!   Brand safety, brand suitability, and ad-budget stewardship are the highest priorities at Exverus.    Here are a few ways we're reaping the benefits of two common types of programmatic auctions while avoiding the risks.  What are the 4 types of programmatic advertising exchanges? What is the difference between PMP and OE deals? What are the pros and cons of the open exchange? What are the pros and cons of PMP deals? How we safely navigate programmatic bidding First, let's level-set on some definitions of how programmatic buying works: What are the 4 types of programmatic advertising exchanges? Open exchanges (OE), or open marketplace Private marketplace (PMP) deals Preferred deals (PD) Programmatic guarantee deals (PG) Let’s zero in on the pros and cons of private marketplace (PMP) vs. open exchange (OE) deals and clear up some of the misconceptions about each. What is the difference between PMP and OE? A private marketplace (PMP)   is a digital marketplace where publishers can connect directly with a select audience of media buyers for premium ad inventory and set up individual, guaranteed deals... ...whereas open exchange (OE) bids are public, automated real-time bidding (RTB) auctions open to all buyers and sellers through display-side platforms (DSPs) for ad buyers and supply-side platforms (SSPs) for ad sellers. As with all media planning decisions, choosing the right inventory and exchange type depends upon your campaign goals. Here are some considerations to weigh: What are the pros and cons of the open exchange? The benefits of open-exchange bids include wider reach and scale, more robust data collection, optimization levers, more audiences, and cost-effectiveness.    Concerns around the open-exchange include limited transparency, privacy compliance, and brand safety.  What are the pros and cons of private marketplace deals? PMP deals offer access to higher quality ad inventory, more transparency, and more precise targeting.   On the other hand, private marketplaces have limited inventory and thus less audience data to collect, fewer optimization levers and higher costs.  So, which is better? "There is no one-size-fits-all solution for how to transact and activate programmatic media", says Hillary Kupferberg , Exverus VP of performance media. "It is essential to have strong knowledge and a strategic approach to programmatic inventory and supply paths. Each exchange type has nuances but the goal is to maximize transparency and efficiency in brand suitable environments." How we safely navigate programmatic bidding: Publisher inclusion & exclusion lists  created by us in DoubleVerify supersede any automated content partners.  Avoiding user-generated content (UGC)  and made-for-advertising (MFA) sites, which are unmoderated and ripe for questionable content. Continuous monitoring of ad placements for factors like viewability, fraud, contextual relevance, and quality of environment. In-house, hands-on-keyboard trading . We don't leave programmatic trading up to managed services; our own buying experts personally oversee every transaction.  To learn more about programmatic buying and other digital advertising tips, subscribe to our weekly Paid Media Insights newsletter here .

The Los Angeles media agency expands its CPG-heavy roster to entertainment and tech clients. (JULY 23, 2024) LOS ANGELES -- Exverus Media has won three major client accounts in the first half of 2024: multi-platform historical drama The Chosen , data center provider Equinix, and nutritional supplement brand Theralogix . The award-winning media agency specializes in media planning and buying for CPG brands like Premier Protein & Dymatize, New Belgium & Bell's Brewery, and Honey Stinger to name a few; but the addition of The Chosen and Equinix demonstrate its versatility in the entertainment and tech verticals, as well. “For The Chosen campaign, we’re excited to partner with the creative team at My Code to reach new audiences our industry often overlooks”, says team leader Melissa Andraos, Exverus SVP of strategy . “Our goal is to drive lasting interest among the show’s existing fan base and capture the attention of new viewers across a fractured TV landscape.” The Chosen app reached #1  on the Apple TV app store and the #2  free app in the Mobile iOS store upon premiering Season 4 in June 2024. The global phenomenon from Angel Studios has garnered over  200 million viewers  from 175 countries, 770 million episode views worldwide, and rave reviews from  Forbes  and  The Hollywood Reporter . Meanwhile, Georgia Schreiner ( 2023 AdAge Media Planner of the Year ) will serve as Media Planning Director for Equinix , a Silicon Valley data center provider currently powering the Paris Olympic pool . Schreiner will also oversee planning for Theralogix , a trusted leader in the fertility supplements space with a full line of premium, research-backed nutritional supplements supporting reproductive health and more. Founded in 2014, Exverus is a Los Angeles headquartered media agency elevating growth-stage brands through traditional and programmatic advertising, retail media networks & e-commerce, paid search, social media advertising, and analysis. Our data-driven media plans combine precise market research with creative ideas to confidently allocate every ad dollar for the maximum return. Named for the Latin phrase "from the truth", Exverus is dedicated to transparency and long-term client trust. Follow us on LinkedIn , Instagram , YouTube , or TikTok . Please direct all press inquiries to Michelle Andrade at michelle.andrade@exverus.com .