As media buyers enter a new era of commitments, adaptability, not just inventory, is the real premium.
The Advertising Trends and Strategies for 2025
As we approach 2025, the advertising landscape is poised for transformation, driven by rapid technological advancements, evolving consumer expectations, and regulatory changes, to name a few. At LocalFactor, we pride ourselves on staying ahead of the curve, enabling brands and their agency partners to navigate these shifts effectively. We’ve gathered insights from our team to highlight the key trends, channel-specific developments, and strategies that will shape the advertising landscape in 2025. AI-Driven Personalization & Automation AI has already begun to reshape advertising, and in 2025, it will become a cornerstone of how brands connect with their audiences. Predictive analytics and machine learning will drive hyper-personalized experiences, helping brands reach consumers with the right message, at the right time, in the right context. Chris Hemick, Vice President of Marketing, highlights how this evolution is already transforming the industry: “AI is transforming how brands understand their audiences. LocalFactor’s Geo-Graph™ machine learning capabilities are a prime example of new approaches to connecting with audiences at a granular level—helping brands identify not just where audiences are but also how to deliver relevant messaging effectively.” Expanding on the strategic importance of AI, Marc Rutchik, Vice President of Channel Partnerships, emphasizes its potential to revolutionize decision-making: “AI will continue to be a big trend as brands try to leverage it to be smarter about their advertising. It’s not just about targeting—it’s about using AI to better understand consumers, refine strategies, and make decisions in real-time. The future is about using AI to drive meaningful, personalized experiences.” At LocalFactor, our Geo-Graph™ technology leverages machine learning to identify and engage with audiences at a granular level. Additionally, the 2025 product roadmap contains some exciting updates for expanded AI capabilities, providing a blueprint for how AI will power smarter advertising in the years to come. The Evolution of Connected TV Connected TV (CTV) is on a meteoric rise, and 2025 will see the channel solidify itself within winning marketing strategies. Projections show U.S. CTV ad spend surpassing $35 billion, fueled by advanced programmatic capabilities and the rise of shoppable, interactive ads, CTV offers unparalleled opportunities for engagement. LocalFactor’s expansion of Attention+ technology into the CTV space empowers brands to deliver highly engaging and impactful ads, ensuring campaigns stand out in an increasingly crowded streaming landscape. By integrating data-driven insights with dynamic creative, CTV enables brands to meet consumers where they are—whether binge-watching their favorite series or streaming live sports. In 2025, brands that leverage these advancements will be poised to dominate the screen and capture attention like never before. Kristen McDonnell, Vice President of Customer Success, emphasizes the continued growth of this channel: “CTV’s demand will continue to soar as more consumers cut the cord. The ability to engage with viewers in a more targeted way through programmatic and dynamic creative optimization will keep brands ahead of the curve in an increasingly crowded space.” Omnichannel & Connected Experiences In an increasingly fragmented digital landscape, brands must create unified campaigns that span multiple touchpoints. Omnichannel strategies—seamlessly connecting CTV, social media, digital out-of-home (DOOH), audio and more—will be essential to delivering cohesive brand experiences in 2025. As Kevin Garrity, Vice President of Sales, explains, LocalFactor is uniquely positioned to help brands create these connected experiences: “Brands must focus on delivering cohesive campaigns across multiple channels to capture and retain consumer attention. It’s not just about showing up everywhere—it’s about showing up in the right places, with messaging that resonates.” LocalFactor’s holistic approach to omnichannel marketing ensures brands can maintain consistent messaging and guide consumers through a frictionless journey, from awareness to conversion. With a platform-agnostic strategy, we focus on selecting the right platform for each channel and letting performance metrics drive decision-making. This flexibility allows brands to quickly pivot to capture new trends or opportunities, ensuring they stay ahead in a rapidly changing market. Privacy-First Advertising The pivot to privacy-first strategies will dominate the advertising landscape in 2025, as regulations and consumer demand for transparency reshape the way brands approach audience targeting. Contextual signals and first-party data will replace reliance on third-party cookies, challenging advertisers to innovate without compromising user privacy. Kevin Garrity underscores the importance of this shift: “LocalFactor has always advocated for privacy-conscious approaches to advertising. We believe that brands can succeed with data-driven campaigns that prioritize consumer data privacy and transparency, helping them to both comply with regulations and deliver effective ads.” Chris Hemick adds that privacy challenges present opportunities for creativity: “The rise of privacy regulations is a critical challenge for advertisers, but it also opens the door for innovations in how we approach audience targeting. By focusing on harnessing all types of data in new ways, including first-party data and contextual signals, brands can still reach relevant consumers without compromising privacy.” LocalFactor’s commitment to privacy-conscious advertising ensures that brands can thrive in this new era. By providing cookieless LFID audiences, we help brands navigate privacy regulations while maintaining precision and impact. This approach prioritizes audience-infused geo-targeting, enabling meaningful campaign outcomes without compromising consumer trust. Attention Metrics Redefining Measurement Clicks and impressions on their own are no longer sufficient to gauge success. By 2025, attention metrics—focused on genuine engagement and brand recall—will take center stage. As consumption fragments further, brands will need to shift their focus toward capturing and sustaining consumer attention. Marc Rutchik explains the growing focus on attention as a critical metric: “Brands will continue to emphasize capturing consumers’ attention as consumption continues to fragment. It’s no longer just about clicks—it’s about staying top of mind. The emphasis will shift toward truly engaging consumers in a way that drives long-term brand recall and loyalty, particularly as channels like CTV and DOOH see more competition for eyeballs.” Through LocalFactor’s Attention+ offering and ability to integrate any measurement partners, brands can exceed traditional KPIs to measure meaningful outcomes that drive long-term recall and loyalty. Preparing for 2025 The key to thriving in 2025 lies in intentionality. As Marc Rutchik advises:“Be intentional about where you show up. Whether it’s the right channel or creative, being purposeful will
Driving Foot Traffic During Q4
Why Q4 is the Perfect Time for Digital Out-of-Home Campaigns As the year draws to a close, consumers flock to events—holiday markets, festivals, sports games, and concerts. With people spending more time outside, Digital Out-of-Home (DOOH) advertising offers a unique opportunity to capture attention and influence real-world actions like visiting stores or attending events. Marketers are increasingly seeing the value of DOOH: 96% of agencies and marketers plan to maintain or increase their Digital Out-of-Home investments over the next 12 months. This confidence reflects the power of DOOH as a driver of engagement during key moments, particularly in high-traffic seasons like Q4. Geo-Graph™: Finding the Right Audience at the Right Place LocalFactor’s Geo-Graph™ technology provides a unique way to understand where a brand’s audience is, helping to activate screens in relevant localities. Instead of using legacy data approaches that have limitations, the LFID audience-building process evaluates a wide range of factors to identify optimal locations for campaign performance. By zeroing in on areas where your audience is most active, we help brands deliver timely, high-impact messages. Tangible Ways to Utilize DOOH During the Holiday Season DOOH plays a vital role in making seasonal campaigns more dynamic. Here are some practical ways brands can leverage Digital Out-of-Home this holiday season: By strategically aligning screen placements with audience behaviors and seasonal trends, brands can maximize the reach and effectiveness of their Q4 campaigns. Amplifying Impact with Cross-Channel Campaigns Digital Out-of-Home works best as part of an integrated media strategy. The LocalFactor Performance Engine allows you to seamlessly extend your DOOH campaign across Connected TV, mobile, social, and audio channels, ensuring consistent messaging across touchpoints. Given that 58% of marketers now consider DOOH a key part of their video campaigns, it’s clear that this channel isn’t just about outdoor impressions—it complements and enhances broader media efforts . For example: LocalFactor’s Attention+ Creative Studio also makes it easy to repurpose creative assets across multiple channels, ensuring consistent messaging at every touchpoint. Real-Time Optimization to Keep Campaigns Relevant One of the key advantages of Digital Out-of-Home is the ability to leverage dynamic ads—customized based on time of day, location, or proximity to key venues. With LocalFactor’s technology, campaigns remain relevant by adapting to changing conditions throughout the holiday season. Examples of Real-Time Optimizations: This real-time flexibility ensures that your campaign stays relevant and engaging, no matter how quickly conditions shift during Q4. Dynamic ads provide a way to connect with consumers at the right moment, driving both brand awareness and immediate action. In fact, 41% of marketers now treat DOOH as an extension of their video strategy, underscoring the channel’s growing importance in delivering timely, high-impact messaging. DOOH: A Must-Have in Your Q4 Media Strategy Q4 is a prime opportunity for brands to connect with consumers during high-traffic moments. With DOOH, your message can cut through the noise at the right time and place—whether your audience is commuting to work, attending a football game, or shopping at a holiday market. Combined with LocalFactor’s targeting, cross-channel strategy, and optimization tools, Digital Out-of-Home becomes much more than an awareness play—it’s a channel that drives real-world actions and measurable foot traffic. Let’s Build Your Year-End Strategy Ready to maximize your Q4 impact with a DOOH campaign that drives results? Reach out to us today to get started, and let’s put your brand exactly where it needs to be—front and center, right where your audience is.
Politics and Advertising: How Election Season is Shifting Ad Spend in 2024
As the 2024 election season enters its final stride, political ad spending is breaking records across channels. With over $12 billion projected to be spent on political advertising by Election Day, the competition for attention in the media landscape is fiercer than ever. While out-of-home (OOH) ads are seeing historic levels of investment, the impact of political dollars isn’t limited to billboards and transit ads. From digital platforms to TV and Connected TV, brands must be prepared to navigate rising costs,crowded channels and quick-changing consumer behavior. The Political Spend Surge According to recent data, political ad spend is reaching unprecedented levels: •Digital OOH: Political ad spend in OOH has quadrupled compared to 2020, with digital formats seeing a 7.5% spike. •Total OOH Spend: Q2 2024 saw a 3.4% growth, pushing total OOH spend to a record $2.78 billion. •Digital Channels: The 2024 cycle will see $3.46 billion spent on digital advertising, a 156% increase from 2020. But it’s not just OOH and digital feeling the squeeze. Political campaigns are increasingly turning to CTV and streaming platforms, where ad spending is projected to grow 24% over midterm levels. This shift is reflective of changing voter behaviors and the rise of sophisticated targeting capabilities on streaming platforms like Hulu, YouTube, and Amazon Prime. How Non-Political Brands Are Affected For non-political brands, the influx of political dollars is more than just a news headline—it’s a real challenge. With political advertisers snapping up inventory across digital, TV, and OOH, ad prices are spiking, and premium placements are harder to secure. This creates significant obstacles for brands that rely on fourth-quarter sales, especially as Election Day falls right at the start of the holiday season. Whether it’s higher CPMs in social channels or competing for airtime on linear TV, advertisers across sectors are having to rethink their strategies to maintain visibility without overspending. In key battleground states, where political ad spend is the highest, brands are finding it especially difficult to secure ad space without paying a premium. Beyond just cost, the flood of political ads can also impact consumer behavior. Voters’ emotions and priorities are shaped by the political messaging they see. For example, a viewer bombarded with ads about the economy may feel more conservative about discretionary spending, while another voter inspired by messaging on climate action might be more inclined to invest in green products. Staying Nimble: An Omnichannel Approach In this environment, agility is key. Brands must be prepared to pivot quickly as inventory fluctuates and opportunities arise. An omnichannel approach—one that spans digital, CTV, social, and DOOH—offers flexibility, allowing marketers to move resources where they’ll be most effective, even as political campaigns dominate the landscape. Digital channels like CTV offer not only a cost-effective alternative to traditional TV but also more precise targeting, allowing brands to reach specific audiences without the inflated costs of linear TV. Being nimble means adjusting placements as needed, reacting to inventory availability, and taking advantage of less-crowded moments in key channels. How LocalFactor Can Help As brands navigate this shifting landscape, LocalFactor offers a solution to cut through the political noise. Our LFG Performance Engine enables advertisers to adapt to changes in ad spend and quickly pivot to channels that maximize reach and engagement. With tools like Geo-Graph™, we help brands target the right audiences based on audience-infused geographic segments rather than legacy identifiers, ensuring your message hits the mark, even in a crowded marketplace. By leveraging a comprehensive mix of channels such as CTV, digital audio, and DOOH, our advertising partners maintain visibility and thrive during election season. And with our Attention+ creative technology, we ensure your campaigns capture consumer focus, regardless of where the competition is spending. Political advertising isn’t slowing down, and as the 2024 election sprints to the finish, brands need to stay flexible to avoid inflated costs and maintain effective reach. LocalFactor’s omnichannel strategies can help you stay ahead of the game! Contact our team today to discover how we can optimize your advertising strategy and maximize your investments in this dynamic political season.
Redefining Seasonality: How Marketers are Breaking Free from Traditional Holiday Cycles
In the fast-paced world of marketing, the concept of seasonality is undergoing a significant transformation. Gone are the days when holiday and promotional cycles were strictly confined to their traditional timeframes. Today, savvy marketers are reimagining the calendar, seizing opportunities to engage consumers year-round. This shift reflects both changing consumer behavior and the evolving strategies of brands seeking to stay ahead in a competitive landscape. The Shifting Landscape of Seasonality Historically, the marketing calendar was defined by predictable peaks: Back to School in late summer, Halloween in October, and Christmas in November/December. However, these once-clear boundaries are now blurred. For example, this year’s Prime Day in July saw retailers promoting Back to School deals earlier than ever, while Christmas promotions are creeping into the summer months. This shift is driven by changing consumer behaviors, with people shopping earlier and more frequently throughout the year. In fact, 49% of consumers plan to start their holiday shopping before Halloween this year, up from 41% last year. What’s more, 25% now consider holiday shopping a year-round activity, highlighting a significant change in how people approach these seasonal events. The traditional Black Friday-Cyber Monday weekend is no longer the dominant starting point, with only 27% of consumers waiting until then to begin their shopping. The Early Bird Advantage The motivation behind these extended promotional cycles is clear: brands are eager to capture attention as soon as possible, often in an attempt to outpace competitors. Advertisers are increasingly moving their messaging and product placement up, sometimes well before the actual season. This strategy not only allows brands to stand out but also offers financial benefits, such as cheaper CPMs during less competitive periods. For instance, one brand launched its Father’s Day campaign a week earlier than usual, capitalizing on lower advertising costs while boosting awareness, traffic, and impressions. This incremental shift may seem minor, but it’s part of a broader trend of stretching seasonality to maximize impact. As traditional seasonality fades, it’s being repurposed as a tool for understanding and targeting consumer behavior. Brands are now adjusting their marketing cycles based on when consumers are most likely to be receptive, rather than sticking to historical timelines. This adaptive approach allows brands to align more closely with consumer needs, whether that means promoting Back to School items during Prime Day or launching holiday sales months in advance. Consumers Drive the Change It’s not just brands that are shifting their approach; consumers are also playing a crucial role in redefining seasonality. Social media platforms like TikTok and Pinterest are fueling this change, with influencers and content creators posting Back to School hauls and holiday inspiration months ahead of time. This early exposure prompts consumers to start shopping and planning earlier, further blurring the lines between seasons. Moreover, the economic pressures of recent years have made consumers more budget-conscious, leading them to seek out deals and inspiration well in advance of traditional shopping periods. This shift in consumer behavior is pushing brands to rethink their promotional strategies, ensuring they remain relevant and top-of-mind throughout the year. How LocalFactor Can Help Marketers Adapt As the lines between seasons continue to blur, marketers must adapt by embracing flexibility and creativity in their strategies. That’s where LocalFactor comes in. Through our advanced Attention+ technology,, brands can seamlessly repurpose creative assets across multiple channels, ensuring their messaging stays relevant no matter the time of year. Attention+ provides valuable insights into what content resonates most with audiences, enabling marketers to make real-time adjustments to optimize performance. In this new era of stretched seasonality, it’s crucial for brands to activate and optimize their campaigns across the channels that are driving results, whether that’s CTV, Audio, or DOOH. LocalFactor’s Performance Engine is designed to provide seamless cross-channel activation and comprehensive data on campaign performance, helping brands identify the most effective channels and adjust their strategies to meet consumers wherever they are. The Future of Seasonality in Marketing As the traditional holiday cycle fades, marketers have an opportunity to break free from the confines of old timelines and create lasting connections with consumers year-round. By leveraging flexible, data-driven solutions like Attention+ and our Performance Engine, brands can stay ahead in this evolving landscape, delivering impactful campaigns tailored to today’s consumer behavior. At LocalFactor, we’re committed to helping brands navigate these shifts and thrive in the new world of marketing. Ready to redefine your approach to seasonality? Let’s talk.
Embracing Innovation Beyond Cookies: A LocalFactor Perspective
As a leading programmatic advertising services provider specializing in omnichannel digital advertising, Google’s recent announcement to preserve third-party cookies has sparked significant discussion and strategic planning within LocalFactor. Google’s decision marks a significant shift from its earlier commitment to phase out third-party cookies, acknowledging the complexities and challenges voiced by stakeholders across the digital advertising ecosystem. For us at LocalFactor, this development underscores the importance of our long-standing dedication to developing alternative data strategies that prioritize user privacy and advertising effectiveness. Why This Matters Third-party cookies have been fundamental in digital advertising, allowing advertisers to serve targeted ads and measure campaign effectiveness. However, these cookies have also raised significant privacy concerns, leading browsers like Mozilla Firefox and Safari to block them entirely years ago. Google’s initial plan to phase out third-party cookies was seen as a necessary step towards a more privacy-focused web. Despite these efforts, Google’s delays and the advertising industry’s lack of preparedness for this change have led to the current decision to retain third-party cookies while introducing new user controls. Publishers can breathe a sigh of relief today, but for everyone else, does Google’s decision change much? Here in the US, close to half of all web browsing already takes place in aforementioned cookieless environments (Safari, Firefox, etc.), and investment continually shifts to CTV and social, where cookies have no impact. Omnichannel marketers still need ways to create scale and consistency across channels and platforms, no matter what Google decides. Additionally, privacy still matters, and ultimately anyone who has dove into cookie data knows it’s often wildly inaccurate and unnecessarily expensive. The ability to retain third-party cookies keeps legacy systems alive, but that does not mean the industry should take its eyes off new and better ways of advertising. The most intelligent data systems are built for multi-platform, multi-OS, and multi-channel environments to ensure continuous compatibility. From the outset, LocalFactor anticipated the industry’s trajectory toward increased privacy regulations and evolving consumer expectations, investing heavily in proprietary technologies and methodologies that leverage permissioned, multi-sourced data, contextual signals, and advanced algorithms to deliver precise audience targeting without relying on intrusive tracking mechanisms. Google’s proposed solution presents an opportunity to reinforce our commitment to ethical advertising practices and effectively guide our clients through this transition period. LocalFactor recognizes the ongoing challenges and uncertainties surrounding these changes have on our clients and partners’ adoption and we remain vigilant in assessing these developments to ensure that our clients continue to achieve optimal campaign outcomes. Moreover, as Google continues to engage with regulatory bodies and industry stakeholders to refine its offerings, we are actively participating in discussions to shape the future of digital advertising. We believe it is crucial to advocate for solutions that balance user privacy with advertisers’ needs, promoting a sustainable and competitive advertising environment. The Future Lies in Innovation Looking ahead, we are optimistic about the future of digital advertising and the open internet, where one party cannot control everyone else. LocalFactor is well-positioned to leverage these changes to enhance our service offerings further, continuing to deliver innovative and effective advertising solutions that resonate with audiences while respecting their privacy preferences. We have always been at the forefront of innovative, privacy-first advertising solutions. Google’s decision only reinforces our commitment to these principles. Our proprietary Geo-Graph™ technology, which focuses on geographic targeting rather than traditional cookie-based identifiers, is a testament to our forward-thinking approach. Our LFG Performance Engine integrates audience, creative, inventory, and performance data across multiple channels, ensuring optimal campaign performance. This comprehensive approach allows us to deliver exceptional results, regardless of changes in the digital advertising landscape. Looking Ahead While Google’s decision may bring short-term relief to some, it should not deter the industry from continuing to innovate and prioritize user privacy. At LocalFactor, we remain committed to developing cutting-edge solutions that address the evolving needs of advertisers while respecting consumer privacy. We invite our clients and partners to explore how LocalFactor’s Geo-Graph™ and LFG Performance Engine can enhance their campaigns in this changing landscape. Together, we can build a future where innovation and privacy go hand in hand, delivering exceptional results for brands and consumers alike.
The LFG Performance Engine: A Better Way to Plan, Activate and Optimize Omnichannel Campaigns
LocalFactor launched in 2021 as a response to a series of industry trends that were reshaping the advertising landscape. Market oversaturation, a rapidly changing data environment, underperforming creative content, and operational inefficiencies were just a few of the challenges brands and agencies faced. Our mission was, and continues to be, to tackle these issues head-on. What began as a small team with a big vision has evolved into a tech-enabled powerhouse. At the core of our growth and success is the LFG Performance Engine, designed to help brands and agencies operate more efficiently and effectively. As we celebrate our three-year anniversary, it’s the perfect time to share our perspective on the industry, our vision, and the exciting advancements in our solutions. What is the LFG Performance Engine? LocalFactor is dedicated to helping brands and agencies plan, buy, optimize, and measure omnichannel campaigns across TV, video, display, digital out-of-home (DOOH), audio, and social media. The LFG Performance Engine is our comprehensive system that streamlines the entire process from planning to activation, offering a seamless experience. The engine integrates audience, creative, inventory, and performance data to deliver optimal results. Audience Discovery: Our cookieless audience planning tool identifies where your audience is located. Campaign Delivery: We use geo-based IDs to ensure your campaign reaches the right audience with the right creative in the right inventory. Performance Optimization: Data from campaign performance is fed back into our unified reporting platform, allowing our team to derive insights and make adjustments that impact the entire campaign, rather than optimizing within a single channel. We are continually enhancing our capabilities, ensuring every step of the way is delivering on our mission. Meet the Geo-Graph™: The Foundation of the LFG Performance Engine To address the limitations of legacy identifiers and new alternative ID frameworks, LocalFactor developed the proprietary Geo-Graph™. Unlike traditional device graphs that map attributes to individual identifiers, the Geo-Graph™ stitches data to specific geographic areas. The aim is similar—identifying an advertiser’s target audience—but our approach ensures future-proofed, privacy-focused audience data and consistent cross-channel performance. For each campaign, we activate the Geo-Graph™ by creating LFIDs (LocalFactor IDs), using a brand’s specific audience factors. LFID algorithms use these factors to select localities that best match the target audience. The output is a cookieless segment that is easily activated across all channels. Where We Go Next By creating an LFID audience, campaigns are pre-optimized, setting the stage for efficiency and higher campaign ROI. With the Geo-Graph™ in place, our focus is now on integrating creative and contextual performance data. LocalFactor’s custom Attention+ format dynamically serves tailored content to LFID clusters, and robust creative reporting allows our team to leverage insights for ongoing optimization. Our goal is to enable real-time algorithmic optimizations based on these contextual performance signals, using the data surrounding every impression at the page or app level, to feed into our LFID algorithms. Maintaining a Human Element While AI and technology play an increasingly significant role in the advertising industry, we firmly believe in the creativity and innovation that people—especially our dedicated LFG’ers—bring to the table. We are investing heavily in technology but always ensure we have the right teams to support what we build.. This commitment to a human element is why so many of our clients continue to partner with us, confident that they will always have a dedicated team looking out for their best interests. Their team is fantastic – easy to work with and attentive to details. We look forward to continuing our partnership with them! Supervisor, Horizon Media As we celebrate three years of LocalFactor, we are proud of the progress we’ve made and excited about the future. Our LFG Performance Engine represents a significant leap forward in how brands and agencies can navigate the complex advertising landscape. With innovations like the Geo-Graph™ and a steadfast commitment to maintaining a human touch, we are well-positioned to continue driving success for our clients. To get the most performance out of digital campaigns in 2024 and beyond, advertisers can’t rest on the old way of executing campaigns. Solutions like the LFG Performance Engine do not require significant tech investments or ramp times, and can start delivering real results now. If you’re ready to see how, contact our team to schedule a demo or to learn more!
Why a Platform-Agnostic Approach Matters in Digital Advertising
In the early days of programmatic, media agencies or in-house brand teams often leveraged eight or more platforms via direct partnerships. However, as the industry matured, it became evident that this approach led to redundancy in both inventory and capabilities. This realization gave rise to the trend of supply path optimization (SPO). SPO can offer significant benefits for brands and agencies, as managing numerous direct partnerships with tech providers can be both challenging and costly, ultimately impacting ROI. Implementing SPO while still seeking to maximize the value of omnichannel campaigns across various channels and formats can be a balancing act. Because of this there is immense value in partnering with programmatic service providers that adopt a broad approach to the digital marketplace while still maintaining the tenets of SPO. The key lies in finding partners equipped with the right strategies, infrastructure, and expertise to effectively manage and execute campaigns across diverse platforms. What does a broad approach mean? For LocalFactor it means a platform-agnostic approach, not relying on a limited set of demand or supply-side solutions to execute campaigns for our advertising partners. By doing so we can deliver the utmost value for teams looking for either managed service and self-service solutions. Let’s take a deeper look at some of the key benefits to a platform-agnostic approach. The Right Tool for the Job Every platform has its strengths and weaknesses, which may not always be apparent upfront. A platform may provide the ability to activate in every channel, but depending on the origins of their tech, it doesn’t mean that they’re the best suited to execute across all of them. Their solutions might be highly optimized for CTV, but DOOH and audio are bolted on solutions that are not well integrated, as an example. By executing thousands of campaigns across all types of platforms, we’ve gained this insight and have ultimate flexibility to architect campaigns without the limitations that may be faced within a limited set of platforms. What does this look like in practice for an advertiser that partners with LocalFactor? The DOOH portion of a campaign can be executed within a purpose-built DOOH platform, while the CTV piece will go where we have tailored capabilities, premium inventory and the highest performance. Exclusive Inventory Availability & Formats This piece is an extension of finding the right tool for the job, as some supply or demand side platforms will have unique partnerships or access to premium inventory. For example, an advertiser may want to activate YouTube TV, requiring access to DV360. If that is not a platform currently in the mix, the options are to either find an alternative or sign on with DV360 directly, absorbing monthly minimum spend requirements. By using a partner like LocalFactor, we will be able to activate YouTube TV, while maintaining the flexibility to deliver other portions of the campaign on the platforms that make the most sense. Similarly, some platforms offer their own unique formats that are exclusive to campaigns activated within their walls. LocalFactor can take full advantage of these units for advertisers, with the ability to test each for the highest performance. Additionally, we can deploy our own unique Attention+ format across all platforms in CTV, video and display inventory. Cost Efficiencies A broad view of the supply and demand marketplace enables LocalFactor to find the most efficient path to premium inventory. We can see similar inventory coming from multiple locations and pivot to optimize towards the most efficient sources. And like we mentioned earlier, by using a platform-agnostic partner, advertisers unlock the benefits without absorbing the downsides of additional costs and headcount to manage direct relationships. Category Considerations Each platform approaches sensitive categories in their own way, and some advertisers may face restrictions in certain DSPs and social platforms. In other cases they may be prevented from running campaigns at all. By having flexibility to find the platforms that enable campaigns in sensitive categories, there is less friction to building and launching high performing omnichannel campaigns. Flexibility with Optimizations A common downside of operating in different ad platforms is that performance data becomes siloed, limiting the ability to make optimizations that improve the overall campaign. To address this, teams need a unified reporting system that can dynamically integrate with every platform, ingesting real-time data. However, this can be cumbersome as each platform integration is different, and will require engineering and IT involvement. LocalFactor has built integrations with all major platforms, including social media, to provide a comprehensive view of entire campaigns. This is leveraged by our own trading teams to make quick, data-driven decisions that improve performance, while providing advertisers self-serve access to the same data. This helps LocalFactor keep budgets fluid across the entire campaign, shifting investment where we find the strongest performance. The Human Element As automated and platform-driven the advertising industry becomes, there are still people involved in the strategic decision making process. Individuals have had their own experiences, positive or negative, with many of the solutions in the market over the past decade. Brand marketers and other client-side leaders may have their own opinions on who they are open to using, or completely avoiding. With a platform-agnostic approach it is possible to pivot as needed, while ensuring campaign needs and personal preferences are met. Wrapping Up Being platform-agnostic requires the right infrastructure to be able to execute the planning, buying and measurement of campaigns across platforms. Brands and agencies should focus on their areas of expertise, but remain open to everything available to them via strategic partners. LocalFactor built our LFID Engine performance platform, powered by AI and harnessed by strategists, traders and digital experts, to provide a unified experience that simplifies a complex ecosystem on an advertisers behalf. Want to learn more about LocalFactor’s platform-agnostic approach? Reach out to our team and we’ll be happy to make tailored recommendations for your campaigns.