One of these companies, Fullthrottle Technologies, shared with Digiday its revised platform, Fullthrottle.ai, that it is widely deployed to agencies and companies in small and medium and medium that seek to control their destiny of media investment more.

According to Amol Waishampayan, co-founder of Fullthrottle and product manager, the platform is based on its existing platform, with a three-point objective to simplify the identification of the target public, to define effective and effective marketing plans and to measure the results of the effort-everything in an “easy” service. He offers a cookieless identity graph, planning tools supplied with AI, activation through its own DSP type offer and the measurement and allocation of results. It also helps the creative shepherd throughout the process to avoid the poor creation to operate in the wrong place or at the wrong time.

Essentially, it is the partial planning tool, partly DSP, partly the avoidance machine for walls walls – and partly champion of the open internet, said Waishampayan, in that it offers access to 120 million American households through CTV, display, video, audio and most other channels outside of research and social.

“An interesting trend that we have noticed, and why we put ourselves at this intersection, is that the average market space with SMEs is more complicated because it is so badly served,” said Waishampayan. “You can’t really make sure that the Commercial Office fold the knee, as they say in Game of Thrones” when you are a small brand or a media agency. With fullthrottle.ai, he said: “You can get something that is done above all … to bring this firepower to the agency level, and have enough firepower which permeates the direct brand. AI, I think, to leveled and made this possible.

There are a lot of halfway market, it seems. Fullthrottle has signed nearly 6,100 customers, mainly through small agencies and brands they serve, and Wishampayan said that the company’s revenues for 2025 increased by 30% compared to 2024, refusing to share an exact income figure.

“It is also an attribution and result engine. It shows you everything we are aware that people click on Facebook advertisements, paid search ads and that we take all these transactional data brands.

A company using fullthrottle.ai is Stream Companies, a group of marketing agencies specializing in car services, health, commerce and house care. Dave Regn, CEO and co-founder of Stream, said that being able to avoid closed gardens like Google and Meta facilitates work with Fullthrottle.

“With the closed gardens of Google and Facebook, you must play according to their period, you must operate in their ecosystem,” said Regn. “All these things as agencies that we have to navigate every day, it is really resolved for these things. To be able to build a campaign and in less than five minutes activate it, then be able to have this complete measurement from start to finish … has really changed the situation.”

As for the cost of the platform, Wishampayan said it starts with a fixed platform price by advertiser based on a slippery scale (from $ 600 per month to $ 20,000 per month), plus a certain degree of DSP costs and the amount of AI uses that each customer uses-he compared Fullthrottle.

Regn said that the value relating to expenses was worth it. “It is very profitable for the value you get from the platform,” he added. “Google is our most important expenses as an agency, and it has been for a long time. I think what it gives us is the ability and the freedom to be able to really innovate for our customers.”

Joy Baer, ​​a technology consultant who is president of the Fullthrottle Tech Advisory Council, underlined this efficiency mixed with self-service as the value it considers by going to the market. “The combination of being able to identify the public, to market with these audiences, then to measure, [enables] A very simple, turnkey capacity, but yet very powerful and sophisticated, “said Baer. She noted that small medium-sized companies may not have enough expenditure power to reach minimum thresholds by Big DSP as well as trade.

Given the crushing of ad-technology technology sellers who seek to build muscle in this same space, what makes fullthrottle.ai different? For Baer’s thought, it is a question of bringing the identification of the audience, the marketing investment and the post-campaign results and the attribution measure in one place. “The market is noisy and it is a lively landscape … but we were really specific to the differentiation of technology to create this really sophisticated targeting of the public capacity in a platform which is really easy to use.”

Small agencies could always use an easy button, especially the one that allows them to act as their larger counterparts and avoid being victims of intimidation by the great giants of technology. For Regn, the embrace of Fullthrottle.ai of the open Internet is what is necessary. As he summed up: “The way I look at him, the Internet opened is everyone against Google, Facebook and Amazon.”

Color by number

Given that October will be the month of Hispanic heritage, a new report from Nielsen has highlighted the growing demography-which will probably be the key to success for any politician who seeks to win in the mid-term elections of 2026. And with the World Cup in the United States next year, the cohort will also be looming as an important audience of the Court. Here are some statistics of the report:

• The Hispanics generate $ 4.1 billions of purchasing power;
• Streaming gets married 55.8% of their total television timeCompared to 46% for the rest of the United States; Netflix, YouTube and Disney streaming platforms are major destinations.
• Hispanics are 115% more likely to use the Capcut Graphic Design application and 29% more likely to use AI platforms like Chatgpt, but Less than 1% of American digital advertising expenses go to Spanish language sites;
• Hispanics are 39% more likely to be fans eager for MLS and 40% already identify as fans of the World Cup.

Takeoff and landing

• Wp made another step towards the restructuring of its leadership, this time in the United Kingdom, by getting rid of the titles of the CEOs of the individual agency and by establishing a clearly customer org graphic. Cummin nataliaThe former CEO of EssenceMediacom UK, was appointed president of the WPP media responsible for customers. Jem Lloyd WilliamsThe former CEO of Mindshare UK, will be the director of the strategy and the chief president of the United Kingdom in charge of Mindshare customers. Jon StevensThe former director of Wavemaker chief growth will supervise Wavemaker customers as WPP media president. Finally, Kelly ParkerThe former CEO of Wavemaker UK was appointed media director for the region. Parker will also supervise a newly created division called Media management and delivery.
• Public media Dairy cooperative landed FrieslandcampinaWorld media activity, in force in 2026, won it after a WPP’s Wavemaker exam, which previously managed the account in the Netherlands.
• Goodby Silverstein & Partners upholstered Sarah Thompson To be her next CEO, coming from an interactive accenture, where she helped integrate Droga5 into this advice. This decision marked a return for Thompson to GS & P, where she mainly started her career in the 1990s.
• R / ga nominee designer Ren Rigby His very first director of the world brand, which Boomerang also returns to the Agency of Consultancy Proto, which they co -founded.

Direct quote

“Each brand can buy its way in someone’s life, and you buy an impression, you pay it. It’s good. But how do you design programs that live beyond placement? And it has always been a goal … How do you eliminate friction from the process? [the consumers] Need to then bring them to a transaction? »»

– Preston Larson, new CEO of short avenue’s Modifly, as well as the director of the media for short avenue.

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