Practice · Commerce Growth
Agentic Advertising
The IO-direct alternative to programmatic CTV. Premium streaming advertising bought from named publishers, with every placement accounted for.
We design and install the program: supply curation, format strategy, attribution and the cadence that runs it. Where your team isn't ready to own operations, we run campaigns until the handover.
Streaming advertising, without the programmatic tax
Get out of programmatic's black box.
Most CTV spend disappears into exchanges where you can't see the channels, the placements or the audience overlap. An IO-direct campaign runs across curated supply: every impression accounted for, every channel named.
Build awareness when digital channels saturate.
When social and search costs hit the ceiling, premium streaming becomes the next growth lane: your brand inside the entertainment, sports and news people actually watch, with brand lift measured.
Add commerce attribution to CTV.
Shoppable TV connects the streaming impression to the transaction: QR-to-purchase, scan-to-cart and post-view retargeting through affiliate infrastructure.
Sold the way premium TV always was: direct
Connected TV borrowed programmatic infrastructure from display advertising without having display's problem. Display supply is fragmented across millions of sites; streaming supply is concentrated in premium publishers with finite inventory.
The insertion-order model that built broadcast television works better for that supply than the exchanges retrofitted onto it. We buy curated supply from named publishers, manage campaigns through insertion orders, and report on every channel where your ads ran.
What we work on
IO-direct campaign management
Campaigns on insertion orders against curated, named supply. One IO, one invoice, one report across every channel.
In-content ad activation
L-band, overlay, squeezeback and picture-in-picture placed beside premium content.
Shoppable TV
Commerce attribution on streaming impressions: QR-to-purchase, scan-to-cart and post-view retargeting.
Cross-screen activation
The same campaign across smart-TV platforms, FAST channels and streaming apps, so reach follows the audience.
Brand awareness campaigns
Upper-funnel CTV with brand lift studies built in: awareness, desirability, ad recall, view-through.
FAST channel strategy
Free, ad-supported streaming inventory mapped by genre, platform and market to the campaign objective.
How the supply is built
We are an operator, not a platform. Supply, technology and distribution come from partners we work with directly.
Supply: a curated publisher network
Direct relationships with premium content owners across sports, entertainment, news and family, assembled into one curated buy.
Technology: server-side ad insertion
Delivery through our supply partners via SSAI, with VAST-compliant measurement across the network.
Distribution: cross-platform reach
The same campaign across the major smart-TV platforms and FAST endpoints.
How we run it
- 01
Strategy
Which streaming formats, supply and measurement fit your objective, and what a first test campaign should prove, in a brief your team can execute.
- 02
Forward Deployment
We design and install the operating model, supply curation, format strategy, attribution and measurement, and run the first test campaign with your team. Then we hand it over.
- 03
Managed Services
Where your team isn't ready to own ongoing operations, we run campaigns on your behalf across markets and report on every channel, until the handover.
How we run streaming campaigns
IO-direct, never programmatic
Every impression bought against a named publisher under defined terms.
Curated supply only
Named, brand-safe placements, not auction remnant.
Senior planners only
The people who plan the campaign run it.
Brand-safe by design
You see every channel and placement before the campaign runs.
Outcomes, not just impressions
Reporting on brand lift and conversion paths, channel by channel.
Who this is for
This is for you if
- Brands on YouTube and social, ready to add the living-room screen.
- Programmatic CTV buyers who want channel transparency and control.
- US and European advertisers extending CTV into new markets.
- Brands that need named, brand-safe placements.
- Marketers who want TV reach reported with digital accountability.
This is not for you if
- Buyers who want the cheapest possible CPM, quality aside.
- Pure direct-response advertisers expecting last-click attribution.
- Brands that want a single guaranteed channel rather than a curated buy.
- Teams that want to run programmatic auction buying themselves.
- Campaigns with no upper-funnel or awareness objective at all.
Questions
What does IO-direct mean, and why does it matter?
IO stands for insertion order, the direct, contractual way television advertising has been sold for decades. Every impression goes against a named publisher under defined terms, which gives you visibility, premium supply, brand safety and predictable pricing.
How are you different from a programmatic DSP?
A DSP bids into auctions for whatever inventory clears. We buy curated supply directly from named publishers on insertion orders. You see every channel and placement before the campaign runs, and we report on each one after.
What ad formats can you run?
In-content formats that run beside the content: L-band, overlays, squeezebacks and picture-in-picture, plus pause and standard in-stream where appropriate, delivered via server-side ad insertion with VAST-compliant measurement.
How does pricing work?
Campaigns run on a fixed CPM via insertion order, agreed before the flight, with no auction volatility. Below about $20K per campaign, the managed, curated model doesn't fit.
How do we start?
Usually with a scoped test campaign: one market, one objective, IO-direct supply and full attribution, to establish format performance and supply quality before any broader rollout.