Media Buying Briefing: FullThrottle offers an easy button for smaller agencies and brands

"As the holding companies look to either get bigger or bow out of the race to the top of the heap, the rest of the media agency world is readying themselves to offer similar tools and abilities in an expectation they will successfully attract mid-size brands away from the big boys and girls. Meantime, an entire cottage industry of vendors and services has ramped up their suites of tools and platforms - most of them aided in some form by AI - to help those smaller and midsized agencies deliver on the promise of smarter, more efficient investment and measurement."

"According to Amol Waishampayan, FullThrottle's co-founder and chief product officer, the platform builds on its existing platform, with a three-pointed aim to simplify the identification of target audiences, setting efficient and effective marketing plans, and measuring the results of the effort - all in one "easy" service. It offers a cookieless identity graph, AI-powered planning tools, activation through its own DSP-like offering, and outcomes measurement and attribution."

"It also helps shepherd creative throughout the process to avoid the wrong creative to run in the wrong place or at the wrong time. In essence, it's part planning tool, part DSP, part walled-garden avoidance machine - and part champion of the open internet, said Waishampayan, in that it offers access to 120 million U.S. households across CTV, display, video, audio, and most other channels outside of search and social."

Large holding companies are consolidating or exiting top-tier competition, prompting mid-market agencies to build comparable tools to attract mid-size brands. Vendors and service providers have expanded AI-aided tool suites to help smaller and midsized agencies plan, activate, and measure media more efficiently and link outcomes to investment. FullThrottle Technologies launched fullthrottle.ai for agencies and SMBs to control media investment, combining cookieless identity graphs, AI planning, DSP-like activation, outcomes measurement and attribution, and creative management to prevent mismatched creative across CTV, display, video, audio, and non-search/social channels.

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