Connect and list your brand on all LGBTQ+ owned channels from podcast audio to addressable display, video, CTV and OOH, etc.

Programmatic gets a super bad reputation in 2024 with MFA “made for advertising” sites and traffic bots.

And there are super old debates from industry professionals being salty. Here’s our take to it:

Programmatic:

Buy this when you want control - frequency cap, audiences, bid optimizations, etc. This accesses the internet outside of walled gardens. In 2010, most of the internet existed outside of the walled gardens. In 2024, it’s probably reversed.

Paid social:

Basically, programmatic but inside a walled garden. The catch is simply you might be serving ads to the same people across Snapchat, Instagram, and Tiktok, and you’ll never find out.

Direct:

Basically, 1-on-1 negotiations. Good for custom activation, bad for scale. Super labor intensive and tedious to do. This is what usually wins awards for agencies, but is magically more expensive and ROI magically disappears for the client, leaving the client wondering why their award-winning campaigns see such terrible performance. Note that in 2024, this also includes host-read-outs in podcasts.

Influencers:

In 2024, this includes podcasts, newsletters, and every other form of user-generated-content. We’ve come a long way since reality TV shows, The Truman Show (that was 1998!), Kardashians / Housewives / MTV / etc. Today, most of Earth is basically one giant reality TV show. Most of Gen-Z doesn’t want a traditional job and would rather be an influencer - and this doesn’t just mean beauty and fashion, but goes all the way to obscure categories like plumbing, landscaping, construction, ship captains, etc. This is both where the new “websites” are created, and where most of the eyeballs are.