The future of media buying: Powered by AI, driven by human insight.

SOAR isn’t just a new way to buy media—it’s a smarter way to reach audiences, drive engagement and achieve business goals. I’m thrilled to share more about how it’s helping clients break through in today’s media landscape. Whether you’re a longstanding DS+CO partner, considering joining forces or a fellow marketer looking to make the most of your media, SOAR exists to do just that—drive results so you can, too.

As marketers, we’re operating in a moment of profound transformation. Privacy regulations are tightening, consumers are demanding greater control over their data and longstanding tools—like third-party cookies—are disappearing. This isn’t just a technical or regulatory shift; it’s a fundamental change in how we understand and connect with audiences.

Why does this matter? Because the old ways of targeting and reaching audiences are quickly becoming obsolete. Relying on outdated methods risks more than inefficiency—it risks irrelevance. When marketers fail to adapt, they risk losing visibility, wasting budgets on ineffective campaigns and damaging trust with their audiences. In a world where data privacy continues to take center stage, the brands that fail to innovate around this are at a serious disadvantage. This is becoming more urgent as platforms like Google move toward third-party cookie opt-ins, creating a massive gap for marketers still relying on legacy systems.

Many brands may not realize how much they’ve depended on cookie-based behavioral targeting. With fewer cookies, the ability to understand audience behavior diminishes, making it harder to deliver personalized, engaging messages and reducing the size of reachable audiences. Add to that the rising costs of inefficient media buys, and the impacts are vast and growing.

Failing to rethink strategies in this rapidly evolving landscape leaves brands exposed to significant risks, including:

• Missed connections: Audiences are moving to channels and behaviors that cookie- based methods can’t track. Without alternative targeting strategies like first-party data or contextual targeting, your message may not reach the right people.
• Wasted budgets: Ineffective targeting leads to poor ROI, meaning marketing dollars are spent chasing impressions that don’t convert into meaningful engagement.
• Eroded trust: Privacy-conscious consumers demand transparency and relevance. Failing to deliver both not only reduces engagement but can also harm brand reputation.
• Regulatory backlash: As data privacy laws tighten, non-compliance could lead to fines, reputational damage and lost consumer trust. Proactively adapting to upcoming regulations positions businesses as privacy leaders, fostering trust and maintaining a competitive edge.

These are the gaps that SOAR is designed to fill. By embracing privacy-first strategies like first-party data, contextual targeting and private marketplace deals, brands can reconnect with audiences in ways that are both effective and ethical. Advanced tools like AI and machine learning allow us to harness the power of data while respecting privacy, offering solutions that aren’t just compliant but genuinely impactful.

We’ve already seen SOAR transform how our clients connect with their audiences. Take one of our financial services partners, for instance. When they put SOAR to the test, the results spoke volumes:

• 144% more engagements: Contextual placements delivered significantly stronger interactions than cookie-based methods.
• 20% higher engagement rates: SOAR’s cookieless audience targeting outperformed traditional behavioral strategies, demonstrating the power of smarter, privacy-first targeting.
• 30% more impressions: Private marketplace deals drove greater reach with CPMs 0.67% lower than cookie-dependent alternatives.

These aren’t just numbers—they’re proof that media strategies can be both effective and innovative, a balance we’re deeply passionate about achieving.

SOAR wouldn’t exist without the dedication, curiosity and thought leadership of our incredible team. I believe in the power of collaboration—between our researchers, media planners, data experts and creative thinkers, as well as with our valued partners in the industry.

Ben Swan, our supervisor of data, visualization and analytics, reflected on what sets SOAR apart: “We knew from the beginning that SOAR needed to do more than just tackle the loss of cookie signals. It had to deliver smarter, more trustworthy media solutions. By combining first- party data, human insight and AI-driven technology, we’ve created something that truly supports our clients’ goals in a rapidly changing world.”

At its core, SOAR isn’t just about technology or tactics. It’s about understanding what our clients need—today and tomorrow—and building solutions that empower them to succeed. I’m thrilled to see SOAR helping brands move beyond adaptation to innovation, delivering results that go deeper than metrics.

I’d love to connect with you—whether to explore how we can work together or simply to discuss the shifting privacy landscape and the opportunities it presents. Don’t hesitate to reach out. I’m always excited to share ideas and navigate this evolving environment.