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We help brands, teams, artists, and more achieve success using tactics like Search, Social, and Display.

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Women's Tennis Association
Industry West
Red Bull
Appalachian Mountain Club
Sony Music
Riley Home
republic records
ESRB
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Radio Disney
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The Governors Ball
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Case Study

Boston Calling 2017: Driving Media and Design Behind Boston’s Major Music Festival

Crash Line Productions came to us for our fifth year driving the media and design behind Boston’s first major music festival, Boston Calling. In 2017 the festival was bigger and better, condensing its typical fall and summer festivals into one event, with a new location, killer lineup, and a major upgrade in in amenities. Our…

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Case Study

Augusten Burroughs This Is How Book Launch

This is How you launch a book! St. Martin’s Press wanted to launch noted LGBT author and humorist Augusten Burroughs latest book, This is How, in a manner that captured his intensity and passion. Our creative team was given phone-quality video footage of Augusten discussing the book and the cover art. From there, they crafted…

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Case Study

Capitalizing on Artists’ TV Performances

Background: A televised performance is an important moment for any artist, since it’s a chance for a national audience to see and hear an artist’s new music, potentially for the first time. Key TV performances lead to spikes in organic interest in an artist immediately following an appearance, as shown by Google Trends for Lady…

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Case Study

AC/DC

Background: AC/DC is one of the most legendary rock bands of all time. Their Number One albums have stretched across multiple decades and transcended generations. However, until November 19, 2012, AC/DC’s music was only available in physical formats. On November 19, AC/DC’s entire catalogue became available on iTunes. The challenge here was to raise awareness…

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Case Study

Build Up vs. Surprise Release Pros and Cons

Background: Over the past year, Gupta Media has been focused on running album sales campaigns with longer flights, including pre-order, to maximize the opportunity to reach core fans the moment that they are thinking about the product. This strategy focuses on connecting fans with appearances and promotions while keeping paid media running throughout. This is…

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An ad exchange is a digital marketplace that allows advertisers and publishers to buy and sell digital ad space. An ad exchange is a large pool of ad impressions that publishers receive on their sites. Buyers choose which impressions they wish to purchase and are able to target audiences based on their browsing behavior, demographics, interest profiles, and other additional data.

The advertisement space is bought and sold through real-time auctions using real-time bidding to determine the prices for the inventory. Ad exchanges are mostly used to sell display, video, and mobile ad inventory. The exchanges allow advertisers to be able to buy ads across many sites at once, compared to negotiating buys directly with individual publishers, making it a more efficient and effective way to sell and buy advertising.

Buyers and publishers purchase and sell their ad space through ad exchange operators. Some of the major ad exchange operators include: Google, The Rubicon Project, AppNexus, PubMatic, and OpenX. The operators are responsible for what impressions they allow into the marketplaces and subsequently allow buyers access to these impressions. It is difficult for the operators to keep track of who is selling and buying what since billions of ad impressions flow through the ad exchanges everyday. This means that buyers are never exactly sure where their impressions are showing up and sellers are never exactly sure who is purchasing their impressions.

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