Media Buying

Reach Index Optimization (RIO) automatically directs media dollars toward TV placements with the highest concentration of a brand's target audience.

The approach, developed in collaboration with The Trade Desk, is designed to help advertisers improve cost efficiency in CTV while preserving the premium media quality and performance standards associated with the channel.

The acquisition combines Adsmovil’s retail media, mobile and DOOH capabilities with MiQ’s AI-powered operating system to serve global brands across the region.

Conversion API and first-party data are becoming the foundation of smarter ad strategies, with AI optimisation enabling media buyers to improve targeting, efficiency, and ROI.

Automation in paid media offers efficiency and scalability, but over-reliance on AI-driven ad platforms can lead to hidden costs, lack of transparency, and reduced strategic control. Are marketers sacrificing long-term strategy for short-term convenience?