Sonobi
Leading the Charge Toward Precision Advertising

Michael Connolly, CEO

Embedded within Sonobi's DNA is a commitment to innovation in marketplace optimization. The company exhibits a profound grasp of the digital advertising ecosystem, acknowledging the critical roles played by publishers and advertisers—representing both the sell side and demand side. It advocates that publishers should present their inventory in a manner that entices advertisers while maximizing performance.

Understanding the symbiotic nature of this relationship, Sonobi has developed a suite of tools and technologies to curate the supply of advertising inventory and the relevant data for optimal performance.

“Our technology functions as a map, connecting unique inventory and data with demand in real time. It enables advertisers to achieve optimal performance across the open internet with ease," says Michael Connolly, CEO.

Forward-Thinking Tactics in Digital Marketing

Accurately identifying and engaging the right consumer segment presents a formidable challenge, exacerbated by the sophisticated targeting capabilities monopolized by technology behemoths such as Facebook and Google. These platforms, armed with extensive user data, set a high benchmark for precision in digital advertisement targeting, a feat the open web struggles to replicate due to its lesser user insights.

Sonobi recognizes the importance of overcoming this challenge and emphasizes the need to leverage the best available technology to replicate the targeting capabilities of platforms like Google and Facebook across the broader digital landscape.

Central to this discussion is the role of cookies. While cookies have long been instrumental in ad tech targeting, their transient nature presents advantages and challenges. On one hand, they are indispensable for tracking user behavior and delivering personalized ads. On the other hand, their impermanence and rapid turnover contribute to the complexities of targeting and measurement in the digital advertising ecosystem.

In response, Sonobi developed JetStream, a sophisticated platform that fosters genuine connections among brands/agencies and publishers. It leverages diverse data sources to forecast and capitalize on opportunities to engage real consumers through premium media across multiple platforms, devices, browsers, and channels.

JetStream guarantees transparency, providing stakeholders with clear insights into the advertising ecosystem. Through first-look filtering and trading capabilities, users can fine-tune targeting strategies for optimal results. The platform also prioritizes brand safety, offering access to vetted, brand-safe inventory to protect advertisers from association with undesirable content.

One of JetStream's standout features is its direct access to publisher inventory at the ad server level, enabling advertisers to effectively leverage their first-party data.

We leverage our collective expertise in managing ad tech for advertisers and publishers to enhance the quality of our products and solution strategies for clients. The outcome is simply superior to organizations lacking such seasoned expertise

Sonobi’s JetStream platform brings a host of benefits to both publishers and advertisers, transforming the way they engage with audiences and optimizing campaigns. For publishers, it provides a suite of tools to establish one-to-one connections with audiences, enabling personalized experiences that resonate with users. This approach is further enhanced by JetStream's commitment to privacy, ensuring that publishers can maintain consumer trust while remaining compliant with regulations such as CCPA and GDPR. Publishers can also connect with the open-web marketplace, optimizing their supply paths and enhancing efficiency through modular identity, safety and transparency features.

CTV Advertising Strategies for Regional Growth

Sonobi's CTV ad services offer brands an avenue to dominate regional markets by tapping into the fast-growing realm of CTV. With Sonobi's expertise and premium inventory, brands can harness targeted CTV campaigns to unlock success, driving sales and regional growth like never before. Through precise targeting capabilities and seamless execution, brands can reach the right audience at the right time, eliminating wasted impressions.

Sonobi's commitment to its clients’ success extends to personalized guidance and expertise throughout the campaign journey, from setup to analysis. By facilitating direct collaboration with publishers and negotiating purchases on behalf of brands, Sonobi’s cost-efficient solutions directly benefit the bottom line.

Lastly, Sonobi prioritizes campaign integrity through rigorous fraud screening measures, actively eliminating fraudulent supply and invalid traffic. Safeguarding against fraud ensures brand ads reach genuine audiences.

The Power Within

Sonobi owes a great deal of its success to the dedication of its team members. This team is more than just a group of individuals—it's a powerhouse of talent, passion, and expertise that propels the company to new heights in the ever-evolving world of digital advertising.

The company possesses a remarkable tenure among its engineering community. Despite its relatively young age of just over a decade, the average tenure of Sonobi's engineers exceeds an impressive seven and a half years. This longevity is a testament to the team's dedication and expertise, particularly in navigating the intricate landscape of ad tech for advertisers and publishers. The wealth of experience accumulated over the years translates into top-notch product development and solution strategies, resulting in positive outcomes for clients.

However, what truly sets Sonobi apart is its founder-led approach, a rarity in an industry where many companies have seen their founders move on. This continuity ensures that Sonobi benefits from a deep reservoir of knowledge, experience and passion, directly influencing its strategic direction and day-to-day operations. The ongoing involvement of the founder underscores Sonobi's steadfast commitment to its core vision, and values, providing a solid foundation for continuous innovation and expansion.

“We leverage our collective expertise in managing ad tech for advertisers and publishers to enhance the quality of our products and solution strategies for clients. The outcome is simply superior to organizations lacking such seasoned expertise," says Connolly.

Sonobi's focus on innovation in digital advertising is unwavering. The company's proactive approach is evident in its focus on optimizing solutions for CTV and navigating the challenges of a post-cookie landscape. Sonobi recognizes the vast potential of CTV and is dedicated to enhancing inventory optimization to meet advertiser needs. At the same time, the company is actively leveraging diverse signals and contextual cues to improve its data graph.

Looking ahead, Sonobi is poised for growth and expansion. It plans to attract unique demand by fostering closer relationships with advertisers and demand-side platforms (DSPs), driving increased deal volume across the exchange. By staying ahead of industry trends and fostering creativity in its innovation lab, Sonobi is solidifying its position as a leader in the ever-evolving digital advertising landscape.