The partnership pairs premium, upstream-optimized streaming supply with intelligent, AI-driven CTV and OTT media buying.

Media Consulting Group (MCG) announces a partnership with TV agency Marketing Architects. Together, they’re improving how premium Connected TV (CTV) and Over-the-Top (OTT) supply is evaluated and purchased.

MCG optimizes streaming inventory across the U.S. and Canada, applying upstream insight to shape supply around performance goals before the bid. Then, Marketing Architects steps in. Annika^®, the agency’s proprietary media-buying AI, buys against that supply and applies full-funnel measurement to turn it into results for advertisers.

Marketing Technology News: MarTech Interview with Mark Listes, CEO @ Pendulum Intelligence

“Marketing Architects has done something rare. They built their own AI to buy TV better,” says Daniel Elad, Co-Founder and CRO at Media Consulting Group. “Our job is to make sure the supply that AI sees is the best it can be. When our supply intelligence meets Marketing Architects’ buying intelligence, the advertiser wins.”

MCG’s AI engineers navigate the full spectrum of available supply, organizing it around each buyer’s custom, proprietary marketing objectives in near real time so buyers can move directly into activation. Applied before the bid, that speed and specificity make the upstream layer central to how the supply performs.

Marketing Technology News: How MarTech Is Enabling Autonomous Brand Engagement Across Channels?

For Marketing Architects, whose media-buying AI continuously learns to find more efficient media with every campaign, the partnership adds an optimized, buy-side-aligned supply path built to feed that intelligence.

“Performance TV relies heavily on the quality of what you’re buying,” says Nikki Erkkila, VP Media Partnerships at Marketing Architects. “MCG is one of the partners we count on to raise that quality. Their supply-side view adds another layer of trust, and that shows up directly in results for our clients.”