Marketing Architects Partners with Media Consulting Group
The Marketing Architects-MCG partnership pairs premium, upstream-optimised streaming supply with intelligent, AI-driven CTV and OTT media buying.
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Media Consulting Group (MCG) has announced a partnership with TV agency Marketing Architects. Together, they’re improving how premium Connected TV (CTV) and Over-the-Top (OTT) supply is evaluated and purchased.
MCG optimises streaming inventory across the US and Canada, applying upstream insight to shape supply around performance goals before the bid.
Then, Marketing Architects steps in. Annika, the agency’s proprietary media-buying AI, buys against that supply and applies full-funnel measurement to turn it into results for advertisers.
“Marketing Architects has done something rare. They built their own AI to buy TV better,” said Daniel Elad, Co-Founder and CRO at Media Consulting Group. “Our job is to make sure the supply that AI sees is the best it can be. When our supply intelligence meets Marketing Architects’ buying intelligence, the advertiser wins.”
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MCG’s AI engineers navigate the full spectrum of available supply, organising it around each buyer’s custom, proprietary marketing objectives in near real time so buyers can move directly into activation. Applied before the bid, that speed and specificity make the upstream layer central to how the supply performs.
For Marketing Architects, whose media-buying AI continuously learns to find more efficient media with every campaign, the partnership adds an optimised, buy-side-aligned supply path built to feed that intelligence.
“Performance TV relies heavily on the quality of what you’re buying,” said Nikki Erkkila, VP Media Partnerships at Marketing Architects. “MCG is one of the partners we count on to raise that quality. Their supply-side view adds another layer of trust, and that shows up directly in results for our clients.”
