AdMedia
The One-Stop-Solution for All Advertising Needs

In the realm of digital marketing, there is a common adage that goes something like: "If you try to sell to everyone, you will wind up selling to nobody."

Being successful requires nurturing a large number of new clients. With this in mind, it's unsurprising that many organizations believe they should reach as many individuals as possible with their message. After all, the more people you reach, the more potential consumers you can acquire, correct? Perhaps not!

We are continually assaulted with massive volumes of information in today's modern, digital environment. (Think about Word Press users creating over 82.6 million new posts per month!) If you're not communicating to a specific set of people, your message is likely to get lost in the sea of unfocused noise. With the large sums of money enterprises invest in marketing, the message cannot afford to get lost in the endless abyss of surrounding noises. This is where AdMedia comes in.

“We help brands to reach targeted customers while delivering scalable and unmatched ROI,” says Michael Aragon, Vice president, Ad Solutions & Partnerships, AdMedia.

Founded in 1998, AdMedia is a performance-based advertising network that helps clients scale their business and voice online. AdMedia owns and operates thousands of websites within their network. The company has also created more than 40 different web traffic products, including contextual.com, a product

that creates text ads that compete with Google Adsense, and intextual.com, a product that connects advertisers directly with consumers and studies consumer responses. It also creates mobile advertising products that show ads based on each user's location, psychographic makeup, and content-based consumption.

AdMedia specializes in creating effective, wide-reaching advertising campaigns without dependency on Facebook or Google Ads. "We employ machine learning coupled with human oversight to give the greatest possible returns on advertisements for our client partners," says Aragon.

The company typically focuses on the middle to lower funnel channels that helps in determining the right marketing tactics to increase conversions.

So anything that has a direct response component or a backend KPI like a cost for acquisition or a return on ad spend (ROAS) goal is where AdMedia tends to shine.However, they also can do branding initiatives, which are more upper-funnel in nature. "We run the gamut across the various channels that are digital and that we have access to. But our sweet spot is really the performance marketing component," says Aragon.

Over the last three and a half years, AdMedia has steadily improved its strategies to broaden its approach. Rather than focusing on a lot of mid-market brands and small businesses, the company focuses on partnering with Fortune 500 companies and enterprise brands and the agencies that support these brands and do the media buying and execution for them. AdMedia's current clients span across verticals, including financial services, auto insurance, retail, travel CPG, QSR, and more.
Several factors contribute to AdMedia's competitive advantage. The first is its ability to acquire user data via various signals. As third-party cookies are being phased out, AdMedia has several other indicators such as device ID, search behavior, content ingestion, and mobile fingerprinting that they can leverage to truly develop a profile on a user. Secondly, increased transparency is one of the major benefits of AdMedia’s contextual targeting model.

The advertiser can view and analyze publisher site traffic and deploy site-specific whitelist or blacklists to promote brand alignment and traffic quality. Lastly, they have a variety of unique advertising formats and can be creative with the patents and intellectual property (IP) that they have in place for their products.

AdMedia makes sure they are future-proofing the business and prepped up for upcoming and consistently evolving changes to the digital ecosystem. The eventual removal of third-party cookies is the second significant issue they prefer to focus on as the industry heads into the New Year.

"Beginning to rely on a contextual targeting solution like the one produced by AdMedia can help companies adapt to the new world of digital advertising and make sure that they can reach the right customers with the right ad well into the future," concludes Aragon.