Media Invest Optimization.

What it is

The unit that manages ad spend with a full-ecosystem view.

Algorithms, machine learning and predictive analytics so every dollar invested has a justified return. We don't run isolated channels — we see the whole ecosystem.

We work with Google, Meta, TikTok, LinkedIn, programmatic, CTV, Amazon Ads and whatever makes sense for the client's business. But the decision is never "which channel" — it's "how the whole mix moves to hit the goal".

How we work

Cuatro momentos del proceso.

1. We plan against the business. The media plan starts from the client's target number, not the available budget.
2. We optimize in real time. Continuous reallocation based on cross-channel data — we don't wait until month-end to move spend.
3. We measure incrementality, not impressions. Systematic holdout tests by channel to understand which spend is actually contributing.
4. We document so the client learns. Every decision and every test is logged. The client ends each quarter knowing more about their own business.

What we deliver

Optimized spend, documented results.

• Efficient budget allocation by channel and audience
• Real-time optimization based on cross-channel data
• Investment scenario building
• Attribution models and full ROI
• Google, Meta, TikTok, LinkedIn, programmatic, CTV operations
• Continuous competitive benchmarking
• Executive reports focused on decisions
• Omnichannel programmatic buying: display, video, CTV, audio and DOOH

Programmatic buying

The whole open inventory, not just Google's and Meta's.

Google and Meta only sell their own inventory. Programmatic buying opens up the rest: thousands of independent publishers, apps, connected TV, audio and digital out-of-home screens, bought through real-time auctions.

We run that buying through a DSP (demand-side platform) and plug it into the same plan and the same dashboards as the rest of the mix. Programmatic isn't a separate channel: it's one more lever that gets allocated, tested and measured against the same business goal.

Formats

• Display

  Standard banners across sites and apps, bought by audience rather than by site.

• Rich Media

  High-impact interactive units, like the gallery that showcases several products in a single banner.

• Video

  Pre-roll and mid-roll across sites and apps, measured on completed views.

• CTV / OTT

  Connected TV and streaming platforms: the big screen with digital targeting.

• Digital audio

  Ads in podcasts and audio streaming platforms.

• Native

  Ads that take on the look of the outlet where they appear and read like content.

• In-Game

  Native advertising built into mobile and console video games.

• Mobile App

  In-app inventory, targeted by usage and location.

• DOOH

  Digital out-of-home screens, activated and optimized programmatically.

Targeting

• Demographics
• Browsing behaviour
• Purchase intent
• Real-time geolocation
• Contextual segments
• Lookalike audiences
• Retargeting
• First-party data from your CRM or site

When it applies

The client moment where it makes the most sense.

When ad spend is spread across many channels but no one has clarity on which one is actually contributing, when costs are rising and results are flat, or when the in-house team is putting out fires instead of optimizing with judgment.