Mpg Media Services

What Mpg Media Services does

MPG Media Services is a privately held, Louisville, Kentucky-based digital media agency that has operated for over 30 years (founded circa 1993) in the media planning and buying space. The company serves both agency partners and direct business clients, with a notably deep concentration in the HVAC vertical where it holds preferred-vendor status with three major OEMs (Carrier, Bryant, and International Comfort Products). Its service portfolio spans outdoor advertising, social media, display, OTT/CTV, native, direct mail, large format production, and podcasts/radio — coordinated as multi-channel campaigns rather than siloed channel buys.

The company's core product is Custom Audience Solutions, a targeting platform built around proprietary geo-framing technology that maps physical locations (competitor sites, events, past-customer addresses, new-mover households) to device IDs for cross-device ad serving. Supporting modules include Points of Interest Targeting (with up to 6-month retroactive POI capture), Past Customer & Direct Lists, Friends & Family household mapping, Digital Neighbors lookalike-by-address, New Movers live feed integration, Keyword and Website Search Retargeting, and Demographic Overlay. The platform is positioning-agnostic with respect to AI/ML — described entirely as data analytics rather than machine learning.

MPG operates a professional services revenue model with quote-based, scope-customized pricing. Go-to-market combines direct sales to agencies and enterprise clients with a channel partnership motion through HVAC dealer networks, and most recently a 2026 distribution deal with Rakuten TV to distribute FAST channels. Documented enterprise clients include Wendy's; the company claims performance outcomes such as 27:1 ROAS, 39% foot traffic lift, and a 19:1 average ROAS on HVAC campaigns. Ownership and leadership are concentrated — David Miller serves as owner and President, and Michael Miller leads partnership development for the HVAC vertical.

Name

Mpg Media Services

Legal name

MPG Media Services

Website

https://mpgmediaservices.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

MPG Media Services is a privately held Louisville, Kentucky digital media agency that plans and buys targeted multi-channel advertising campaigns using proprietary geo-framing and custom audience technology for agency partners, direct business clients, and HVAC dealers.

Ownership category

akta.pro rank

Product category

Media Planning and Buying Services

NAICS

Media Buying Agencies (541830)

SIC

Services-Advertising Agencies (7311)

akta.pro industry

PRIMARYMPAAABAA

Full-Service Media Planning & Buying

Media, Entertainment & Sports/Advertising, Marketing & PR Services/Media Planning & Buying Agencies

SECONDARYBPAFAAAC

Media Planning, Buying & Optimization

Business & Public Services/Marketing, Advertising & PR Services/Full-Service Advertising Agencies

Keywords

• Media planning buying
• Custom audience targeting
• Geo-framing advertising
• Multi-channel ad campaigns
• Data-driven advertising

Headquarters

HQ city

Louisville

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 Planning and Buying Services: Strategic media planning and buying solutions that deliver targeted and impactful advertising campaigns across multiple channels including outdoor, social media, display, OTT/CTV, native, direct mail, large format production, podcasts, and radio.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

MPG Media Services is a media planning and buying agency that delivers Custom Audience Solutions—a proprietary targeting platform using geo-framing, past-customer device identification, new-mover data, and behavioral retargeting—alongside Media Solutions that place campaigns across outdoor, social, display, OTT/CTV, native, direct mail, large format production, and podcasts/radio channels. The agency sells these services on a customized, quote-based engagement to agencies and direct business clients, including a dedicated HVAC preferred-vendor program.

Product overview

MPG Media Services offers a media planning and buying platform with Custom Audience Solutions as its core targeting product, complemented by multi-channel Media Solutions. The Custom Audience Solutions product utilizes location-based and behavioral data technologies to identify and reach specific consumer segments through various targeting methods including Points of Interest geo-framing, Past Customers & Direct Lists, Friends & Family, Digital Neighbors, New Movers, Keyword Search Retargeting, Website Search Retargeting, and Demographic Overlay. The Media Solutions product provides advertising across multiple channels including Outdoor, Social Media, Display, OTT/CTV, Native, Direct Mail, Large Format Production, and Podcasts & Radio. The company also offers a Strategic Partner Program specifically designed for HVAC businesses (Carrier, Bryant, and ICP dealers) providing specialized advertising solutions for that industry vertical.

Differentiator

Problem solved

Functional benefit

Products and services

• Custom Audience Solutions Proprietary audience targeting platform that uses location-based and behavioral data to identify and reach specific consumer segments across connected devices for advertising clients.
• Media Solutions Multi-channel advertising placement service spanning outdoor, social media, display, OTT/CTV, native, direct mail, large format production, and podcasts/radio to reach audiences throughout their daily journey.
• Strategic Partner Program - HVAC Preferred-vendor advertising program tailored to HVAC dealers (Carrier, Bryant, International Comfort Products), providing industry-expert media planning and buying with no agency commissions and special campaign discounts.

Quantifiable outcome

• 27:1 Return on Ad Spend (influenced 30% of new purchases)
• +5 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

Four partnerships are on record, tiered core.

• Rakuten TVcoreChannel Partner/ Reseller/ Distributor · 5 May 2026MPG Media Services signed a distribution deal with Rakuten TV to distribute FAST (Free Ad-Supported Streaming TV) channels. This partnership expands MPG's reach through Rakuten TV's streaming platform, providing access to viewers seeking free ad-supported content.
• ICP (International Comfort Products)coreStrategic or Co-development PartnerMPG Media is a preferred vendor of ICP (International Comfort Products) Dealers, providing strategic advertising solutions that drive tangible results for HVAC businesses. Benefits include access to industry experts, no agency commissions, and special campaign discounts.
• BryantcoreStrategic or Co-development PartnerMPG Media is a preferred vendor of Bryant Dealers, dedicated to providing strategic solutions that drive tangible results for HVAC businesses.
• CarriercoreStrategic or Co-development PartnerMPG Media is a preferred vendor of Carrier Dealers, dedicated to providing strategic solutions that drive tangible results for HVAC businesses.

Scale indicators7 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Tinuiti: Large US performance-marketing agency offering paid media planning and buying across search, social, programmatic, and CTV. Directly comparable to MPG on core service lines (media buying, multi-channel campaign execution) with a similar full-service agency motion, but at meaningfully larger scale.
• Power Digital Marketing: Full-service digital marketing agency providing media planning and buying across paid social, search, programmatic, and connected TV. Closely comparable to MPG in service mix and target customer (mid-market and enterprise brands) while operating at a larger headcount footprint.
• Cardinal Digital Marketing: Digital marketing agency focused on media planning, buying, and audience targeting for mid-market and enterprise clients. Most comparable to MPG on multi-channel digital buying and outcome-based positioning.
• Scorpion: Marketing and technology company that builds vertical-specific marketing solutions and serves SMBs through OEM/manufacturer partner channels. Closely parallels MPG's preferred-vendor-with-HVAC-OEM model and tech-enabled audience targeting.
• Directive Consulting: B2B-focused digital marketing agency offering paid media, SEO, and content services. Comparable to MPG on paid-media buying expertise and emphasis on measurable ROI for business clients.
• Disruptive Advertising: Digital advertising agency specializing in paid media buying across Google, Facebook, and programmatic channels. Comparable to MPG's media-buying core and SMB/mid-market target customer with similar outcome-focused messaging.
• Thrive Internet Marketing Agency: Full-service digital marketing agency offering media buying, SEO, social media, and web design. Comparable on multi-channel paid media execution and SMB-to-mid-market client profile.

Emerging players

• Simpli.fi: Programmatic platform specializing in geo-targeting and household-level audience activation for agencies and advertisers. Direct technical overlap with MPG's geo-framing and addressable targeting capabilities, but operates as a technology vendor rather than an agency.

Broad incumbents

• Publicis Groupe: Global advertising and media-services holding company with full-service media planning and buying capabilities across all major channels. Represents the scaled incumbent alternative for clients evaluating MPG for enterprise retainers.
• Omnicom Group: Global advertising holding company with media agencies (e.g., OMG, PHD) offering end-to-end planning, buying, and analytics. Anchors the competitive set MPG must defend against when pitching enterprise clients.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/MPGmediaservices
• LinkedInlinkedin.com/company/mpg-media-services
• Instagraminstagram.com/mpg_media_services?igshid=MzRlODBiNWFlZA==
• Xx.com/mpg_media502

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 Mpg Media Services