Marshall Advertising

What Marshall Advertising does

Marshall Advertising is a privately held, pure-play media buying agency founded in 1994 by Jennifer and Kevin Marshall and headquartered in Tampa, Florida. The firm exclusively focuses on media planning and buying rather than creative or branding services, operating across sixteen advertising channels including Connected TV/OTT, programmatic, television, radio, streaming audio, paid search, social media, out-of-home, sports sponsorships, direct mail, email, print, event marketing, and — via exclusive partnership — Skytypers aerial messaging. Its client base spans national and local brands with named enterprise relationships including Disney Entertainment, Suncoast Credit Union, Amalie Motor Oil, and Kane's Furniture, alongside a dedicated CPG retail media practice serving emerging and mid-market consumer goods brands across all eight major retail media networks.

The agency operates its proprietary "Marshall Method" — a four-step framework covering media evaluation and planning, partner negotiations, monitoring/optimization, and reporting — supported by in-house programmatic buying on The Trade Desk and Magnite ClearLine, closed-loop attribution connecting ad spend to retail outcomes, and real-time performance dashboards. The firm holds scarce platform designations including Roku Preferred Solutions Provider (one of five agencies globally) and exclusive sales partnership with Skytypers. Revenue is generated through media buying commissions and management fees on ad spend under management, which the firm states totals hundreds of millions of dollars. Operational scale is intentionally lean at 11-50 employees, with the team claiming 250+ years of combined media buying experience.

Marshall Advertising recently secured SBA Women-Owned Small Business certification (March 2026) and WBENC certification, positioning the firm for corporate supplier diversity procurement channels. The business remains family-owned with no disclosed institutional capital, funding rounds, or M&A activity, and operates primarily across Florida, the Tampa Bay area, and the Southeast United States.

Name

Marshall Advertising

Legal name

Marshall Advertising

Website

https://marshalladvertising.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

Marshall Advertising is a privately held, pure-play media buying agency founded in 1994 in Tampa, Florida, serving national brands, local businesses, CPG brands, credit unions, and entertainment companies across sixteen advertising channels with scarce platform designations including Roku Preferred Solutions Provider.

Ownership category

akta.pro rank

Product category

Media Buying Services

NAICS

Media Buying Agencies (54183), Media Buying Agencies (541830), Advertising Agencies (541810), Direct Mail Advertising (54186)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310), Services-Direct Mail Advertising Services (7331)

akta.pro primary industry

Retail Media & Marketplace Advertising (Amazon/Walmart/Instacart, etc.) (BPAFACAD)

akta.pro secondary industries

Sponsorship & Sports Media Rights Buying (BPAFABAH), Audio/Podcast/Streaming Media Buying (MPAAABAF), Radio Media Buying (MPAAABAI), Customer Communications Management (CCM) & Transactional Messaging (MPAAAIAL)

Keywords

• Media buying services
• Programmatic advertising
• Retail media networks
• Connected TV advertising
• Sports sponsorship media

Headquarters

HQ city

Tampa

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Media Buying Services: The agency earns revenue by managing media buying for clients across digital, television, audio, and out-of-home channels. Their compensation is derived from media buying commissions and management fees based on ad spend managed.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Marshall Advertising is a full-service media buying agency that plans, negotiates, monitors, and optimizes advertising placements for brands across digital, television, radio, audio, out-of-home, print, direct mail, email, sports sponsorships, programmatic, and retail media channels. The agency manages hundreds of millions of dollars in ad spend through proprietary frameworks, direct platform relationships, and exclusive partnerships (Roku, Skytypers), serving both national brands and local/regional businesses.

Product overview

Marshall Advertising is a pure-play media buying agency that offers a comprehensive portfolio of advertising services organized around its proprietary Marshall Method framework. The company operates as a full-service media buying specialist with in-house capabilities across 16 distinct advertising channels and multiple industry-specific solutions. Core offerings include Connected TV & OTT, Programmatic, Sports Sponsorships, Television & Cable, Radio, Streaming Audio, Streaming TV & Mobile App, Social Media, Paid Search, Out-of-Home, Direct Mail, Email Marketing, Print, Event Marketing, Skytyping, and CPG Retail Media. The CPG Retail Media service manages campaigns across all eight major retail media networks (Walmart Connect, Target Roundel, Kroger Precision Mktg, Instacart Ads, Amazon Ads, CVS Media Exchange, Albertsons Media Collective, Criteo) with dedicated expertise per platform. The company also offers specialized vertical solutions including Credit Union Marketing, Entertainment Marketing, and Roku Advertising. Skytyping is delivered through an exclusive sales partnership with Skytypers. The company emphasizes in-house management, direct platform relationships (The Trade Desk, Magnite, Amazon, Roku), and measurable attribution as core differentiators.

Differentiator

Problem solved

Functional benefit

Brands

• Skytypers: Aerial skytyping advertising service - exclusive sales partnership where Marshall Advertising serves as the agency of record for Skytypers' sales efforts. Skytyping uses a fleet of five aircraft flying at high altitude to create massive aerial messages.

Products and services

• Connected TV & OTT Advertising Targeted, data-driven Connected TV and OTT advertising campaigns for brands seeking to reach streaming audiences on smart TVs, streaming devices, and platforms like Roku, Amazon Fire TV, and Apple TV. Includes real-time audience targeting, retargeting, and analytics for engagement and completion rates.
• CPG Retail Media Enterprise-grade retail media buying for emerging and mid-market CPG brands across major retail networks including Walmart Connect, Target Roundel, Kroger Precision Marketing, Instacart Ads, Amazon Ads, CVS Media Exchange, Albertsons Media Collective, and Criteo Commerce Media, with transparent SKU-level attribution and closed-loop measurement.
• Programmatic Advertising In-house programmatic display and video ad buying for brands using premium inventory on The Trade Desk, Magnite ClearLine, Amazon, and other platforms. Eliminates third-party fees through direct platform relationships, provides full transparency, and enables real-time adjustments and optimization.
• Sports Sponsorships Sports sponsorship strategy and media buying services including naming rights (e.g., Amalie Arena for Amalie Motor Oil), event sponsorships, team sponsorships, venue sponsorships, and player sponsorships, including media placements across TV, digital, and out-of-home platforms.
• Television & Cable Advertising Traditional TV and cable advertising services for local broadcasts and national cable networks, including strategic media planning, rate negotiation, and campaign monitoring.
• Radio Advertising Radio advertising strategies covering traditional AM/FM broadcasts, satellite radio (SiriusXM), and streaming platforms (Spotify, Pandora), with demographic targeting, real-time listener engagement, and advanced analytics.
• Streaming Audio Advertising Audio advertising across Spotify, Apple Music, SiriusXM, and Pandora with cross-platform integration, targeted ad placement, dynamic ad insertion, and real-time analytics, integrating streaming audio with traditional radio.
• Streaming TV & Mobile App Advertising App download advertising on Apple App Store, Google Play Store, and streaming TV platforms including Roku, Amazon Fire, LG, and Vizio, with precise targeting by location, device type, and user behavior with real-time optimization.
• Social Media Advertising Social media advertising across Meta (Facebook, Instagram), Reddit, TikTok, YouTube, and other platforms, with data-driven strategies leveraging each platform's targeting capabilities and real-time performance tracking.
• Paid Search In-house paid search campaign management including Google Search Ads, Local Service Ads, Shopping Ads, Microsoft Bing Ads, and remarketing campaigns with full transparency and optimized ad spend.
• Out-of-Home Advertising Out-of-Home advertising including traditional billboards, mobile billboards, LED/digital billboards, and transit advertising on buses and subways, with strategic planning, media buying, and rate negotiations for prime placements.
• Direct Mail Direct mail marketing integrated with traditional and digital strategies, including targeted audience segmentation, strategic delivery scheduling, and performance analysis with ROI tracking.
• Email Marketing Email marketing campaigns with CRM integration, list segmentation, A/B testing, and personalized content, using AI-powered personalization, interactive content, and mobile optimization with in-house management.
• Print Advertising Print advertising placements in newspapers, magazines, direct mail, flyers, postcards, and brochures, with strategic media buying and strong print partner relationships nationwide.
• Event Marketing Event marketing services for grand openings, product launches, trade shows, and community events, including media placement strategy and promotional campaign execution.
• Skytyping Advertising Aerial skytyping messaging services offered through exclusive partnership with Skytypers. Messages span up to five miles wide, reach 10,000 feet high, and remain visible for 3-7 minutes; supports multiple languages for competitor conquesting.

Quantifiable outcome

• Women-owned business certification through SBA provides strategic advantage in supplier diversity programs
• +3 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

Feature3 records

Partnerships

Ten partnerships are on record, tiered core.

• MagnitecoreTechnology or Integration · 6 November 2025Marshall Advertising partnered with Magnite to leverage ClearLine, a unified solution for curation and activation, to boost performance and efficiency. The agency was featured in a Magnite case study demonstrating success with the platform.
• Skytypers, Inc.coreGTM or Marketing Partner · 3 September 2025Marshall Advertising serves as the exclusive sales partner and agency of record for Skytypers, representing their sales efforts and managing the entire sales process. This partnership extends the agency's expertise beyond traditional media buying into aerial advertising services.
• RokucoreTechnology or IntegrationMarshall Advertising is one of only five agencies worldwide designated as a Roku Preferred Solutions Provider. This partnership provides exclusive advantages including discounted CPI and CPM rates, priority support, and strategies that connect streaming impressions to measurable results.
• Walmart ConnectcoreTechnology or IntegrationActive retail media network partner for CPG brands. Marshall Advertising manages campaigns across Walmart Connect with full-funnel closed-loop measurement across physical and digital channels including CTV integrations.
• Target RoundelcoreTechnology or IntegrationActive retail media network partner targeting premium younger demographics with high-income, brand-loyal shoppers. Uses Target Circle loyalty data for surgical audience targeting and brand storytelling.
• Kroger Precision MarketingcoreTechnology or IntegrationActive retail media network partner with unmatched grocery purchase data depth through 84.51. Best-in-class for CPG category targeting, competitive conquest, and household-level behavioral signals.
• Amazon AdscoreTechnology or IntegrationActive retail media network managing campaigns across Amazon's marketplace with sponsored products, DSP, video, and streaming audio backed by the deepest purchase-intent dataset in advertising. Amazon holds 75% of US retail media ad share.
• Instacart AdscoreTechnology or IntegrationActive retail media network reaching shoppers with active grocery intent across 1,400+ retail banners simultaneously. Unique for multi-banner CPG brands scaling distribution.
• CVS Media ExchangecoreTechnology or IntegrationActive retail media network for health and pharmacy CPG brands. Leverages CVS ExtraCare loyalty data to reach high-frequency HBC shoppers at the pharmacy with precision targeting.
• The Trade DeskcoreTechnology or IntegrationPremium inventory access through The Trade Desk for offsite programmatic extensions. Volume relationships with The Trade Desk translate into preferred rates and firesale inventory access.

Scale indicators5 records

Recent moves8 records

Expansion highlights5 records

Emerging players

• AdQuadrant: Mid-market performance media agency with retail media and CPG capabilities. Comparable as a smaller, specialist media buyer focusing on measurable, omnichannel buying for CPG brands.
• Channel Bakers: Retail media and Amazon Ads specialist agency focused on CPG and emerging brands. Comparable as a niche retail-media buyer serving similar CPG mid-market clients with platform-specific expertise.

Direct peers

• Tinuiti: Mid-market digital media buying agency with strong retail media and CPG capabilities. Directly comparable as a specialist agency focused on performance-driven media buying across digital channels.
• Adlucent: Retail media and Amazon Ads specialist agency. Comparable to Marshall's CPG retail media practice, serving emerging and mid-market CPG brands with proprietary retail-media analytics.
• Wpromote: Mid-market digital media agency with multi-channel buying and CPG expertise. Operates a similar multi-channel media-buying model with comparable mid-market client focus.
• Goodway Group: Independent media buying agency emphasizing CTV, programmatic, and data-driven buying. Similar in being a focused media-buying specialist competing with full-service holding companies.
• Kepler Group: Data-driven media buying agency with strong CPG and analytics capabilities. Comparable as a specialist media shop with closed-loop measurement and omnichannel execution.
• Mediahub: Media-focused agency within the IPG Mediabrands network with strong CPG and entertainment client rosters. Comparable as a media-buying-led agency with similar enterprise client mix including entertainment.

Broad incumbents

• Horizon Media: Largest US independent media agency. Operates in the same media-buying category but at substantially greater scale, making it a broader incumbent comparable on enterprise client wins.
• GroupM (WPP): World's largest media investment group. Operates multiple media buying networks (Mindshare, Wavemaker, Essence) that compete for the same national brand budgets Marshall targets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/MediaBuying
• LinkedInlinkedin.com/company/marshall-advertising
• Instagraminstagram.com/marshall.advertising
• TikToktiktok.com/@marshall.advertising
• Xx.com/MAADvertising

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Marshall Advertising