A leading regional retailer was struggling with fragmented media buying. They were purchasing TV, Radio, and CTV ads in silos, resulting in significant audience overlap and wasted budget. They couldn't tell if the person seeing their TV ad was the same person hearing their radio spot.
The symptoms were familiar ones: certain households were being hit with the same message across three channels in a single evening, while entire neighborhoods in the retailer's trade area never saw the campaign at all. Each channel's vendor reported strong numbers in isolation — but nobody could answer the only question that mattered: how many unique households are we actually reaching, and at what cost?
Jorts Van Guy Media implemented a unified, AI-driven programmatic buying strategy. By consolidating their linear TV and CTV buys into a single platform, we were able to:
Phase 1 — Audit & Consolidation. We mapped every existing buy across TV, Radio, and CTV into a single view, exposing where the same households were being purchased two and three times under different vendor reports. The fragmented buys were consolidated into one programmatic platform with unified frequency management.
Phase 2 — ACR Suppression & Reallocation. Using Automatic Content Recognition data from smart TVs, we identified which households had already been exposed to the linear TV schedule — and pointed the CTV budget exclusively at the households that hadn't. Every streaming dollar became net-new reach instead of duplicate frequency.
Phase 3 — Continuous Optimization. With all channels reporting into one platform, budget shifted weekly toward whichever inventory was delivering unduplicated reach at the lowest cost — typically high-engagement CTV placements that siloed buying had been overlooking.
In just 90 days, the campaign results spoke for themselves:
Unique Reach
CPM Cost
ROAS
None of these results came from spending more — the budget was flat. They came from eliminating duplicate impressions and redirecting that waste into households the campaign had never touched. Reach grew 40% because the money stopped buying the same viewers twice; CPMs fell 15% because consolidated buying carries more negotiating leverage than three separate vendor relationships.
The same playbook applies to any brand running linear TV, CTV, and audio in silos. The first step is simply measuring unduplicated reach honestly — which is exactly what our attribution methodology and cross-channel integration are built to do.