Crossmedia

What Crossmedia does

Crossmedia is an independent, certified minority-owned media agency headquartered in New York City with five additional offices across Philadelphia, Los Angeles, London, Toronto, and Düsseldorf. Founded in Germany in 1997 by Martin Albrecht and established in the United States in 2000 by Kamran Asghar (Global CEO) and Albrecht, the agency manages more than $1 billion in annual media billings for a roster of enterprise and mid-market brand clients across financial services, retail, automotive, travel, healthcare, entertainment, and consumer goods.

The company's service platform centers on full-funnel media planning and buying, channel-neutral sourcing across linear, addressable, programmatic, and direct inventory, and an in-house analytics practice called Redbox Business Intelligence that provides consulting, audience management, measurement, and attribution. Its flagship differentiator is the self-imposed 7 Principles of Transparency framework — covering fully disclosed remuneration, transfer of all rebates and agency volume bonuses to clients, and annual independent audits — under which Crossmedia is positioned as the only media agency globally operating at 100% transparency. Adjacent offerings include multicultural marketing, performance marketing (SEM, SEO, paid social, programmatic, ecommerce), proprietary media procurement, and the Dawn portfolio network serving independent agencies. In 2026 the firm added XM Sports and Entertainment as a new practice and became a launch partner for PubMatic's Creative Innovation Suite on the AgenticOS platform.

Commercially, Crossmedia operates a professional-services model on fully disclosed, opt-in remuneration arrangements with clients, earning fees on managed billings rather than undisclosed commissions. The go-to-market motion is direct enterprise and mid-market field sales through its global offices, supplemented by ad-tech platform partnerships and partnerships such as thenetworkone WorkNet for international media procurement. The company is privately held by its co-founders with no disclosed PE or VC backing, has been named to the Ad Age Best Places to Work list for seven consecutive years (2020-2026), and is NMSDC-certified as a Minority-Owned Business Enterprise.

Name

Crossmedia

Legal name

Crossmedia, Inc.

Website

https://xmedia.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Crossmedia is an independent, certified minority-owned media agency headquartered in New York City, providing transparent full-funnel media planning, buying, analytics, and procurement services to enterprise and mid-market brands across financial services, retail, automotive, and entertainment globally.

Ownership category

akta.pro rank

Product category

Media Agency Services

NAICS

Media Buying Agencies (54183), Media Buying Agencies (541830), Advertising Agencies (541810), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Affiliate & Partner Media Buying (BPAFABAJ)

akta.pro secondary industries

Affiliate & Partner Lead Generation Networks (BPAFAKAL), Cross-border Marketing, Discovery & Affiliate Networks (CRAFAJAM)

Keywords

• Media planning and buying
• Media agency services
• Marketing analytics consulting
• Performance media buying
• Multicultural media services

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Infrastructure, Marketing or Sales

Revenue model

1. Media Planning and Buying Services: Crossmedia generates revenue through fully disclosed, opt-in remuneration arrangements with clients for media planning and buying services. The agency manages over $1 billion in media billings.
2. Analytics and Consulting: Revenue from Redbox Business Intelligence services including consulting, market intelligence, audience management, and measurement and attribution.
3. Media Procurement Services: Proprietary media inventory marketplace, corporate trade/barter, and media finance solutions.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Crossmedia is an independent, full-service media agency that plans and buys advertising media across all channels for brand clients, supported by an in-house analytics practice (Redbox Business Intelligence) and a media procurement offering that includes a proprietary inventory marketplace, corporate trade/barter, and media finance solutions. The agency's work is delivered under a self-imposed Transparency framework and an any-source, channel-neutral buying model.

Product overview

Crossmedia is an independent, full-service media agency operating on a platform-plus-services model. The core offering is built around its Transparency Principles framework, which is self-imposed and third-party audited for complete media transparency. The service portfolio spans Full Funnel Media Planning & Buying, Redbox Business Intelligence (advanced analytics), Media Procurement (proprietary marketplace), Performance Marketing (digital), Multicultural, Global Media Services, and Independent Marketing Services Solutions. Recent additions include XM Sports and Entertainment for specialized sports investment strategy and Dawn as a portfolio network for independent agencies. The agency manages over $1B in billings across 8 offices globally and is the largest certified minority-owned media agency.

Differentiator

Problem solved

Functional benefit

Brands

• Dawn: A portfolio network designed to serve independent agencies, providing media and data expertise.

Products and services

• Full Funnel Media Planning & Buying Holistic communications strategy, tactical media planning, cross-channel buying, and holistic measurement across the entire customer journey for brand clients.
• Redbox Business Intelligence In-house advanced analytics practice providing consulting, market intelligence, audience management, measurement and attribution, and data automation services for clients.
• Media Procurement Proprietary media inventory marketplace combined with corporate trade/barter and media finance solutions, giving clients diverse media sourcing options.
• Performance Marketing Comprehensive digital performance services including SEM/SEO, paid social, programmatic advertising, optimization services, affiliate marketing, and ecommerce solutions.
• Multicultural Diverse supplier management and content services with training capabilities, focused on multicultural media planning and buying.
• Global Media Services International coordination, media services procurement, distributed workforce management, and automation capabilities for global clients.
• XM Sports and Entertainment Specialized sports marketing practice providing independent strategy and accountability to sports investments, led by veteran sports marketing leader Neil Carl.
• Dawn Portfolio network service designed to provide media and data expertise and resources to independent agencies, created in partnership with a former MDC executive.

Quantifiable outcome

• Managed over $1B in media billings
• +3 more outcomes

Named customers23 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• PubMaticcoreTechnology or Integration · 22 April 2026Crossmedia is a launch partner for PubMatic's Creative Innovation Suite integration across its AgenticOS platform. This partnership enables Crossmedia clients to access custom ad formats across premium CTV, mobile, and other screens through a unified workflow with agentic deployment and measurement. The platform has demonstrated up to 82% reductions in buy-side fees and over 90% time savings in campaign setup.
• Horizon MediaminorGTM or Marketing Partner · 22 April 2026Launch partner for PubMatic's Creative Innovation Suite integration, working with Crossmedia on the agentic advertising platform.
• SlingTVminorGTM or Marketing Partner · 22 April 2026Launch partner for PubMatic's Creative Innovation Suite integration, participating in the new agentic advertising platform.
• Kelly Scott MadisonminorGTM or Marketing Partner · 22 April 2026Launch partner for PubMatic's Creative Innovation Suite integration.
• Herschend Family EntertainmentcoreStrategic or Co-development Partner · 16 October 2025Crossmedia was appointed as media agency of record for Herschend Family Entertainment after a review. The partnership includes creating media strategies to boost demand and brand awareness for attractions including Dollywood, Silver Dollar City, and Kennywood.
• Etihad AirwayscoreStrategic or Co-development PartnerCrossmedia serves as the global media agency of record for Etihad Airways, having successfully defended the account through competitive reviews. The partnership encompasses comprehensive media planning and buying services.
• European Wax CenterminorStrategic or Co-development PartnerCrossmedia was awarded media duties for European Wax Center following a competitive review.
• DawnminorStrategic or Co-development PartnerDawn is a portfolio network service launched by Crossmedia to provide media, data expertise to independent agencies. Part of Crossmedia's independent marketing services solutions.
• thenetworkoneminorStrategic or Co-development PartnerPartnership for assembling and leading a WorkNet of local media agencies around the world for international media procurement services.
• 72andSunnyminorStrategic or Co-development PartnerCreative ad agency partner for Tillamook Creamery Twitter campaign, working collaboratively with Crossmedia on the viral #NationalCheddarDay campaign.
• Active InternationalminorChannel Partner/ Reseller/ DistributorActive International was added to the Dawn portfolio as a barter media independent partner.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Wavemaker: WPP-owned media agency focused on growth and transformation mandates. Direct competitor for mid-market and enterprise clients seeking data-driven media planning with global execution capabilities.
• Mindshare: WPP-owned global media agency network. Competes with Crossmedia on enterprise AOR opportunities and has substantially deeper APAC and emerging-market presence.
• Hearts & Science: Omnicom's data-driven media agency that competes head-to-head with Crossmedia for enterprise AOR assignments. Larger scale and deeper analytics infrastructure, but operates within a holding-company structure with the transparency conflicts Crossmedia is built against.
• Assembly: Stagwell-owned modern media agency that competes with Crossmedia for digitally-led enterprise clients, particularly in retail and consumer goods. Offers integrated performance and brand capabilities with a global footprint.
• PHD Worldwide: Omnicom's global media agency network that competes with Crossmedia for multinational client mandates. Has broader geographic reach and global procurement scale, particularly in APAC and Europe.
• OMD Worldwide: One of the largest global media agency networks (Omnicom). Competes with Crossmedia for enterprise and global AOR opportunities with substantially greater scale, geographic reach, and integrated creative-plus-media offerings.

Direct peers

• Goodway Group: Independent media agency focused on data-driven, transparent media planning and buying. Highly comparable on transparency positioning and channel-neutral buying philosophy, with a smaller scale than Crossmedia.
• Mediahub: Independent-leaning media agency within the MullenLowe Publicis network, serving mid-market and enterprise brands with a similar channel-neutral approach. Comparable in client mix and full-funnel media services.
• Horizon Media: Largest US-based independent media agency and Crossmedia's most direct competitor. Similar business model (full-service media planning and buying), comparable size, and overlapping client verticals. Horizon is the named direct competitor in holding-company-defection pitches.

Emerging players

• Canvas Worldwide: Independent-leaning media agency within the Stagwell/Monks network. Comparable on transparency positioning and channel-neutral buying, but smaller scale and earlier in its independent trajectory than Crossmedia.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/crossmediaus
• LinkedInlinkedin.com/company/crossmedia
• Instagraminstagram.com/crossmediaus

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles19 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Crossmedia