Introducing Loyal Agency
We have been running managed CTV and mobile campaigns on our own household graph for a while. Now there is a page for it.
Loyal has had two pillars for most of its life. Publishing owns the apps. The Exchange connects that supply to demand. There has always been a third thing happening alongside them, and this month it got a name and a home on the site.
Loyal Agency plans, runs and measures cross-screen campaigns end to end, for global, national and regional advertisers.
The part that is different
Most agencies buy an audience from someone else and mark it up. We are not reselling someone else's audience. The household graph, the contextual engine and the inventory are ours.
That ownership is not a talking point, it is what makes the measurement work. When the graph and the supply sit under one roof, a CTV impression and the phone in the same room can be bought together and reported as one number. When they are rented from three vendors, they cannot, and you get three reports that disagree.
How a buy is built
Same targeting, three footprints, depending on what the plan needs:
National: Full-funnel CTV and mobile across the US, on household-level targeting rather than panel demographics, with clean-room attribution back to your own data. Around 82% of US households sit in the graph, across 250+ premium CTV channels.
Regional and local: DMA, city and trade-area buys for advertisers who need a radius, not a country. All 210 US DMAs, with store-visit measurement for physical locations.
Measured end to end: Exposed households matched to visits, installs or purchases. With a retailer clean-room partnership, attributed revenue and ROAS.
No PII, no fingerprinting. The whole thing is built to survive ATT, GDPR and CCPA, because it was built after them.
What is on the page
The Agency section now carries the tiers, the campaign process, and the spots that have actually run. StreamConvert and the household graph moved over from the Exchange, where they never quite fit: both are things we do for advertisers, not things we sell to publishers.
If you have a plan for next year and a measurement problem attached to it, that is the conversation we want. Global, national or a single trade area.
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