Sonobi
Bringing Programmatic Advertising to the CTV Domain

Traditionally, publishers have relied heavily on one-off package deals when running advertising campaigns on Connected TV (CTV) due to the unreliability of their ROIs. This is set to change, with the arrival of an open-auction model similar to programmatic advertising in the CTV space.

At the vanguard of this transition is Sonobi, a company that provides programmatic advertising solutions designed for CTV campaigns to advertisers and brands through audience-first innovations. These are backed by its data science expertise, which enhances the transparency and comprehension of CTV supply streams for advertisers and publishers. Its focus on optimizing supply pathways for programmatic advertising expenditures is crucial to its distinctive market position.

One major focus has been on building an efficient supply chain for digital marketers. Traditionally, DSPs have received an ever-increasing barrage of supply from their partners. However, Sonobi saw early on that this was both unsustainable and undesirable for their DSP partners and begin building tech that would effectively become Supply Path Optimization.

“We try to create an efficient supply pathway using our machine learning and predictive models. Our goal is to try and create a 100% bid rate with our partners.” says Justin Kennedy, Chief Operations Officer of Sonobi.

Another major component of building an efficient, transparent CTV supply chain is by working with the right publishing partners. The company utilizes two coordinated teams when onboarding clients. The first ensures accurate and efficient technical setup with the publisher, maps placements and sites correctly, verifies ads and seller information, and validates the open RTB protocol if applicable. The other team optimizes demand until a certain level of success is achieved and then transfers the responsibility to the client success team, which becomes the ongoing point of contact.

Maintaining a collaborative relationship with publishers, DSP clients, and downstream customers puts Sonobi in a unique position to identify consumers through user engagement and present information about them to potential buyers.

This brings several benefits, like helping clients reach their targeted consumers and boosting revenue generation for publishers.

Traditionally, Sonobi has focused their efforts on their DSP partners. With the increasing transition of linear TV dollars to CTV, Sonobi recognized that there was an opportunity to expand their services. To that end, the company recently intensified its efforts to assist mid-level brands and agencies enter programmatic advertising space, particularly in the CTV domain.

At the heart of Sonobi’s competencies is JetStream, an ad-management platform that provides transparency to both publishers and advertisers regarding who they’re working with. Unlike black-box platforms, JetStream is an insightful, actionable tool, empowering publishers to take control of their ad management and gain clarity on the ad ecosystem at the brand and platform levels. The platform operates with the client's knowledge and consent, making minor adjustments to optimize their account, ensure success throughout the year, and reliably establish global agreements and media plans.

We try to create an efficient supply pathway using our machine learning and predictive models. We serve as the Rosetta Stone of identity for our advertising and publishing partners

One Sonobi success story involves a publisher who recently sought assistance in creating an identity solution to replace third-party cookies. For this client, the company developed a proprietary identity silo: essentially an identity-as-a-service solution that allowed the publisher to access and operate their own first-party identity solution and provide an insurance policy against the potential loss of third-party cookies.

Sonobi’s commitment to go above and beyond to deliver desired outcomes sets it apart from its competitors. The company’s clear reporting allows publishers to efficiently slice and dice datasets to uncover valuable insights. Equipping publishers with the ability to independently create and manage their relationships with advertisers is just as important. Essentially, Sonobi wants to enable publisher-advertiser relationships and drive the best outcomes for both parties through direct communication and collaboration.

Moving forward, Sonobi aims to continue providing an ecosystem where publishers can thoroughly analyze information and create transparent connections with advertising partners to ensure increased revenue, boost user engagement, and drive significant cost and time savings.