Ovative Group achieved streaming passing linear TV in upfront ad dollars for the first time, with $17.2B versus $16.6B per Media Dynamics.

Ovative Group is an independent, full-funnel media, measurement, and creative firm. Leveraging deep industry expertise, the firm helps brands like Polaris, Boost Mobile, Post Consumer Brands, American Eagle Outfitters, Petco, and UnitedHealth Group transform their media, measurement, and creative programs. The result? Profitable growth that speaks for itself.   Ovative doesn’t just track data, it redefines success. Its proprietary marketing intelligence platform, EMRge™, helps businesses transform marketing into a driver of sustainable growth. Powered by Enterprise Marketing Return (EMR), Ovative’s differentiated approach to holistic media buying, planning, and measurement, EMRge™ is the first marketing intelligence platform to measure businesses holistically. Ovative is all about raising the bar every day, and it shows. Its work has been recognized by organizations like AdWeek, Digiday, Google, Meta, Inc. 5000, and USA Today. For more information about Ovative, visit our website at ovative.com.

Founded 2009