Black Audience Marketplace

70% of advertisers are increasing their CTV spend this year, with CTV budgets up an average 17%. The opportunity is getting bigger on both sides of the screen. For agencies, it means stronger media plans and more ways to deliver meaningful reach. For publishers, it means more opportunity to connect premium Black audiences and inventory with the advertisers looking to reach them. BAM is building that bridge. More reach. More precision. More opportunity. #CTV #ConnectedTV #MediaBuying #ProgrammaticAdvertising #BlackAudienceMarketplace #BAM

$38B tells you the market is growing. It doesn't tell you who it's growing for. More CTV budget flowing through the pipes means nothing if the targeting underneath is still generic. At BAM, we care less about the size of the spend and more about whether it's actually reaching Black and diaspora audiences with precision, not as an afterthought bucket inside "general market." Bigger budgets deserve sharper aim.

The pendulum is swinging on big screens. New Pixalate data shows premium streaming's open programmatic ad spend on large screens jumped to 79% in July, up from 57% in June. Smaller screens dropped to 21%. Big screen is clearly having a moment, and for advertisers chasing premium CTV inventory, that's worth paying attention to. But here's the question we keep asking at BAM: how long before mobile pulls the pendulum back? Because while budgets are chasing the big screen right now, discovery and buying behavior are still happening one-to-one, in-app, on the phone. The living room might be where the ad plays, but the phone is often where the decision gets made. This is exactly why Black Audience Marketplace tracks everywhere, all ways. Big screen, small screen, every device in between. It typically takes 3 to 7 touches across that ecosystem to move someone to buy, and if you're only optimizing for one screen because that's where the momentum is this month, you're missing the other half of the story. The channels will keep shifting. The audience won't wait for anyone to catch up. #ProgrammaticAdvertising #CTV #Streaming #AdTech Source: MediaPost / Pixalate, "Big Screens, News, Reality Shows Lead Programmatic Ad Gains"

Love an example of what we do for our clients at BAM. As a child of two teachers, it's always resonates with visuals and examples.

A personal injury firm in Dallas Fort Worth wants to be the name Texas calls first after an accident. Not just in Dallas. Across the whole state. Here's the problem most local firms run into. They spread their ad budget everywhere and hope the right person happens to be watching. That wastes money on people who will never need them and barely reaches the people who will. We built a short scenario video showing what a smarter version of that looks like. Targeting down to the zip code. A campaign built once and spread across streaming TV, audio, and out of home from a single platform. A fixed monthly budget mapped to a real, projected reach, not a guess. This one's an illustrative example, not an actual client story, but it walks through exactly how a business like this could use BAM's DSP to stop guessing and start reaching the people who actually need them. Watch below. #CTV #ProgrammaticAdvertising #LocalBusinessMarketing #DSP #BlackAudienceMarketplace #LegalMarketing #TargetedAdvertising

Ever tried explaining CTV buying to someone outside adtech? The eyes glaze over by minute two. Here's the short version. Linear used to mean a handful of networks and one Nielsen number everyone argued about. CTV means hundreds of apps and platforms, and most buyers have never actually looked inside the supply chain that moves their dollars. Here's why that matters for us specifically: Black audiences stream 44% more than the general population. Yet less than two cents of every CTV ad dollar reaches them. That's not a taste problem. It's an infrastructure problem, and it's the gap BAM was built to close. We're a self serve platform where a campaign gets budgeted once and spread across streaming TV, audio, and digital out of home, all in one place, with results verified independently through Nielsen, LiveRamp, and Peer39. Not a pitch. Proof. We put together a short video breaking all of this down in plain language, no adtech jargon required. Watch below. #CTV #ConnectedTV #AdTech #ProgrammaticAdvertising #BlackAudienceMarketplace #DSP #MediaBuying

Imagine with us as we dive into a snippet of media planning. It's Friday afternoon. A brief lands: Electrical Vehicle launch, Black women 25-54, and a warning— land it right, or lose it to a bigger shop. Every planner reaches for the same go to market strategy. The ones who win reaches for something else. This is what it looks like to plan with real segments, that can be verified and not based on assumptions. Black Audience Marketplace: the targeting layer built for agencies who want more control, not less. Let's plan together. In partnership with Kodiak Media Group. #ProgrammaticAdvertising #MediaPlanning #AdTech #DSP #AudienceIntelligence #BlackConsumers

Programmatic advertising has gotten very good at efficiency. We’ve optimized how dollars move across the supply chain, how quickly impressions are bought, and how broadly campaigns can scale. But there’s still a gap that hasn’t been solved, and it’s a big one: who those dollars are actually reaching. Most DSP targeting today relies on modeled or inferred segments. “Multicultural,” “urban,” or behavioral proxies stand in for real audience identity. By the time an ad is delivered, brands are often buying proximity to an audience, not the audience itself. Black Audience Marketplace sits on top of the DSP layer as a verification layer across CTV inventory. We’re not adding another hop or optimizing for cost alone. We’re focused on clarifying the outcome, ensuring that when brands set out to reach Black audiences, they can actually prove that’s who they reached. This isn’t just about targeting. It’s about accountability. Because if you can’t verify who was on the other side of the screen, you don’t have an audience strategy instead you have an assumption. #CTV #ProgrammaticAdvertising #MediaTransparency #AudienceStrategy

We’ve talked about the gap. We’ve talked about mispricing. So what does this actually look like in-market? Here’s how we’re structuring initial test campaigns at BAM: → Focused, not fragmented → Built around audience behavior, not just inventory access A typical setup: • CTV-first allocation across premium streaming environments • Programmatic Guaranteed + curated PMP deals for control • Audience signals layered in to prioritize high-engagement viewers • Cross-platform extension (digital + mobile) to reinforce reach What we’re not doing: • Over-diversifying supply paths • Chasing lowest CPMs • Treating all impressions equally What success looks like: → More consistent frequency → Stronger completion rates → Clearer signal on what environments actually perform This isn’t about proving Black audiences are valuable. That part is already clear. This is about proving where and how that value shows up in media. We’re opening a small number of test opportunities now. If your team is looking to validate this in a real campaign, let’s connect. #CTV #Programmatic #MediaStrategy #Advertising #Streaming

A lot of brands think they’re underinvesting in Black audiences.  That’s not the real issue.  The issue is undervaluation. Most media systems still price inventory based on: ✔️ Scale ✔️ Historical delivery ✔️ General market benchmarks But that breaks when you’re dealing with audiences that:  → Over-index on engagement → Move fluidly across platforms → Concentrate in culturally specific environments So what happens?  High-value impressions get priced like average ones. And strong performance gets treated like noise. At Black Audience Marketplace, we look at this differently. We don’t just curate supply. We reframe how that supply should be valued: • Where engagement is stronger than benchmark • Where audience concentration is higher than assumed • Where context drives performance, not just placement Because if the valuation model is off, the media plan will always be off. The opportunity isn’t just to reach Black audiences. It’s to price them correctly. That’s where the upside is. #MediaStrategy #CTV #Programmatic #AudienceIntelligence #Advertising