KELLY SCOTT MADISON

What KELLY SCOTT MADISON does

Kelly Scott Madison (KSM) is a privately held, independent media agency founded in 1966 and headquartered in Chicago, IL with a secondary office in Austin, TX. The firm operates as a full-service media agency providing integrated media planning and buying across connected TV (CTV), linear TV, programmatic digital video, audio, social, search, out-of-home, and experiential channels. KSM serves mid-to-large consumer brands, enterprise clients, franchise/retail businesses, and non-profit organizations, with named customers spanning CPG (Smithfield Foods, Trolli, Libman, Farmland), beverage/spirits (Tito's Vodka), healthcare (NorthShore University HealthSystem, Jazz Pharma), financial services (Securian Financial, CEFCU, CIBC, Bremer Bank), retail (Cabela's, Tanger Outlets, JD Sports), fitness (BODYBAR Pilates), and government/non-profit (Great Outdoors Colorado). The agency maintains a multi-year retainer model with fees tied to scope and media spend.

KSM's technology stack combines proprietary tools with platform partnerships. Proprietary assets include the High Caliber Programmatic Network (curated publisher access including Hearst, Expedia, Bravo, Meredith, ABC, Disney, NBC with a multi-thousand blocklist for brand safety), the High Caliber Private Marketplace, and Social Sight (social listening tool for media whitespace and category insights). Predictive analytics and AI-powered targeting support always-on optimization across channels, with ROI benchmarks generated via partnership with Big Chalk Analytics (Paid Search $2.25 ROI, Streaming Audio $2.21, CTV $1.66). Platform partnerships include The Trade Desk (DSP), Google Premier (YouTube, AI Max beta), PubMatic (Creative Innovation Suite/AgenticOS, 2026), Integral Ad Science (viewability/brand safety), and certified partner status with Meta (Instagram, Facebook) and Twitter. KSM was an early mover in programmatic addressable linear TV via its 2021 partnership with The Trade Desk and AMC Networks.

KSM's revenue model is managed-services based, structured as custom agency retainers and media management fees negotiated per client scope. Go-to-market is sales-led and relationship-driven, with new business acquired through named AOR appointments (BODYBAR Pilates, Smithfield Foods), integrated agency team selections, industry event participation, thought leadership content (Intel blog), and earned media in trade publications. The agency is independently owned with no disclosed outside funding or parent company, and operates without public revenue disclosure.

Name

KELLY SCOTT MADISON

Legal name

Kelly, Scott & Madison, Inc.

Website

https://ksmmedia.com

Company type

Private

Founded year

1966

Operating status

Operating

Headcount range

101–250 employees

Short description

Kelly Scott Madison is a privately held, independent full-service media agency founded in 1966, headquartered in Chicago with an Austin office, serving mid-to-large consumer brands and enterprises with integrated media planning and buying across CTV, programmatic, social, search, audio, and out-of-home channels.

Ownership category

akta.pro rank

Product category

Media Agency Services

NAICS

Media Buying Agencies (54183), Media Buying Agencies (541830), Advertising Agencies (541810)

SIC

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

akta.pro primary industry

Digital & Programmatic Media Buying (Display, Video, CTV, Audio) (BPAFABAB)

akta.pro secondary industry

Paid Social Media Buying (MPAAABAD)

Keywords

• Media planning services
• Programmatic media buying
• Connected TV advertising
• Media analytics services
• Digital media agency

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Media Planning and Buying Services: KSM earns revenue as a media agency through retainer fees, media commissions, and performance-based fees for managing integrated media planning and buying across CTV, audio, social, search, programmatic, and out-of-home channels for brand partners. The agency operates on a fee-based model with transparency as a core differentiator.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

Kelly Scott Madison is an independent, full-service media agency that plans and buys advertising on behalf of brand clients across linear TV, connected TV (CTV), digital video, programmatic, social, search, audio, and out-of-home channels. The agency earns revenue through retainer, commission, and performance-based fees, supported by proprietary programmatic tools (High Caliber Programmatic Network, Social Sight) and analytics capabilities linking media investment to business outcomes.

Product overview

Kelly Scott Madison (KSM) is a Chicago-based independent media agency offering a comprehensive suite of media marketing solutions. The portfolio includes core service areas (Media Solutions, Analytics & Outcomes, Data & Tech, Strategic Investments, Business Intel & Leadership, Insight & Ideas) complemented by channel-specific modules (Strategic Social Media, Video Marketing Solutions, Programmatic Media Buying, Audio Advertising, Search Engine Advertising, Out-of-Home Advertising, Experiential Marketing, Multichannel Marketing). The agency's proprietary tools include High Caliber Programmatic Network for curated programmatic inventory and Social Sight for social listening. KSM also offers specialized capabilities like first-to-market programmatic addressable TV buying. The unified approach combines data truths with media strategies to deliver performance-driven campaigns across all channels.

Differentiator

Problem solved

Functional benefit

Products and services

• Media Solutions Full-service media planning and buying across linear TV, connected TV, digital video, display, programmatic, social, audio, search, and out-of-home channels for brand clients.
• Analytics & Outcomes Measurement and proof-of-performance services linking media investments to business outcomes, including marketing mix modeling, multi-touch attribution, and ROI benchmarking across media channels.
• Data & Tech Data strategy and technology solutions that fuel media strategies with quality data made actionable through first-party data strategies and third-party data partnerships.
• Strategic Investments Media investment optimization through leverage, strategy, and stewardship to maximize client ROI across all media channels.
• Business Intel & Leadership Strategic consulting services including business strategy, media planning, and industry thought leadership with expertise across all media channels.
• Insight & Ideas Consumer-driven trend analysis and insights development to capitalize on trends most relevant to client business objectives.
• Programmatic Media Buying Self-service programmatic buying with maximum transparency, control, and accountability, featuring the High Caliber Programmatic Network with curated premium publishers including Hearst, Expedia, Bravo, Meredith, ABC, Disney, and NBC.
• Video Marketing Solutions Cross-channel video strategy combining linear and digital video, programmatic video buying through the High Caliber network, YouTube advertising with Google Preferred inventory, and CTV advertising.
• Strategic Social Media Social media marketing services across Facebook, Instagram, Twitter, LinkedIn, Pinterest, Snapchat, and TikTok with advanced targeting, influencer partnerships, and social optimization achieving 92% Effective Spend certification from Facebook.
• Audio Advertising Audio advertising solutions including streaming audio, podcast advertising, terrestrial radio, and YouTube Audio with access to major publishers like iHeart and SXM Media.
• Search Engine Advertising Paid search campaigns leveraging AI technologies including Google AI Max beta and Microsoft Copilot advertising, with optimization for AI Overviews and AI-generated search experiences.
• Out-of-Home Advertising Out-of-home advertising including digital OOH, programmatic OOH, and experiential marketing activations with focus on data-enabled and performance-capable executions.
• Experiential Marketing Brand engagement and brand experience activations including sports marketing, influencer marketing, and experiential activations for brand awareness and loyalty building.
• Multichannel Marketing Integrated cross-platform campaigns combining multiple channels and tactics for synchronized reach and engagement across online and offline media.
• High Caliber Programmatic Network KSM's proprietary programmatic solution featuring a curated group of partners connecting brands with trusted content providers and high-quality programmatic inventory across premium publishers (Hearst, Expedia, Bravo, Meredith, ABC, Disney, NBC), with multi-thousand blocklists for brand safety and fraud prevention.
• Social Sight KSM's proprietary social listening tool that identifies media whitespace and brand, consumer, and category insights to inform social media strategy and planning.
• Programmatic Addressable TV First-to-market programmatically purchased linear addressable TV ads through The Trade Desk and AMC Networks, enabling real-time dynamic ad insertion in linear TV bridging digital and offline video inventory.

Quantifiable outcome

• 92% Effective Spend on Facebook vs. 70% industry average for competing agencies
• +4 more outcomes

Named customers9 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability10 records

Feature4 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• PubMaticcoreGTM or Marketing Partner · 22 April 2026KSM is a launch partner for PubMatic's Creative Innovation Suite integrated into its AgenticOS platform. The integration provides marketers access to custom ad formats across premium CTV and mobile through a unified workflow with agentic deployment and measurement. KSM participated as a named launch partner alongside Horizon Media, SlingTV, and Crossmedia.
• BODYBAR PilatescoreGTM or Marketing Partner · 21 April 2026BODYBAR Pilates named KSM as its Agency of Record to lead brand strategy, media planning, digital marketing, and analytics supporting national expansion plans including opening 70 studios in 2026.
• Smithfield FoodscoreGTM or Marketing Partner · 17 April 2026Smithfield Foods selected KSM as part of an integrated agency team alongside Leo Chicago and LaForce to enhance marketing and growth strategies across its portfolio including Smithfield, Nathan's, and Eckrich brands.
• The Trade DeskcoreTechnology or Integration · 1 January 2021KSM partnered with The Trade Desk as its DSP partner to execute first-to-market programmatically purchased linear addressable TV ads through AMC Networks. The partnership enabled KSM to run dynamically inserted linear TV ads in real time via The Trade Desk's platform, bridging digital and offline video inventory.
• AMC NetworkscoreTechnology or Integration · 1 January 2021KSM partnered with AMC Networks as a content partner to execute first-to-market programmatically bought linear addressable TV ads, representing a milestone in CTV inventory advancement. KSM's High Caliber programmatic network connects brands with AMC's premium content inventory.
• Instagram, Facebook, and Twitter (Meta/X)coreStrategic or Co-development PartnerKSM partners with Instagram, Facebook, and Twitter to stay up-to-date on current platform offerings and capabilities. The agency maintains certified partner status with these platforms and was Facebook-certified for achieving 92% Effective Spend versus 70% industry average.
• Sukle Advertising and DesignminorStrategic or Co-development PartnerKSM worked alongside Sukle Advertising and Design as agency partner for Great Outdoors Colorado's Generation Wild campaign. Sukle served as the creative agency of record while KSM handled media planning and buying execution.
• Great Outdoors Colorado (GOCO)coreGTM or Marketing PartnerKSM served as the media agency for GOCO's Generation Wild cross-platform campaign targeting moms aged 25-49 with kids under 12, combining TV, OOH, digital video, display, and paid social to drive awareness and behavioral change.
• Securian FinancialcoreGTM or Marketing PartnerSecurian Financial was KSM's first brand partner to leverage the first-to-market programmatically purchased addressable TV capability via The Trade Desk and AMC Networks, running the Every Moment Counts campaign targeting family investors via CTV.
• Google / YouTubecoreTechnology or IntegrationKSM is a Google Premier Partner with access to Global Google Preferred inventory and first-to-market YouTube opportunities. KSM also maintains an ongoing partnership with Google for proprietary brand safety approaches on YouTube.

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Horizon Media: Horizon Media is a large, U.S.-based independent media agency with deep programmatic, CTV, and data-driven buying capabilities. It was named alongside KSM as a launch partner for PubMatic's Creative Innovation Suite, signaling comparable scope, scale, and independence in the mid-to-large brand media buying market.
• Crossmedia: Crossmedia is an independent, full-service media agency with comparable offerings in programmatic, CTV, video, and analytics. It was also a named launch partner for PubMatic's Creative Innovation Suite and competes head-to-head with KSM for mid-to-large brand AOR assignments.
• Empower Media Group: Empower is one of the largest women-owned independent media agencies in the U.S., offering media planning, buying, analytics, and programmatic services to enterprise clients. It competes directly with KSM for mid-to-large brand media AOR engagements.
• Goodway Group: Goodway Group is an independent media agency focused on data-driven programmatic, paid search, social, and analytics for mid-market and enterprise clients. Its programmatic-first operating model and independent positioning make it a direct comparable to KSM.
• Tinuiti: Tinuiti is a large independent performance marketing agency specializing in paid search, paid social, programmatic, Amazon, and CTV. It is a direct peer in the independent, mid-to-large brand media services market and competes for similar AOR and specialty mandates.

Broad incumbents

• GroupM: GroupM is the world's largest media investment group (WPP), encompassing agencies like Mindshare, Wavemaker, and Essence. It is the dominant incumbent that KSM competes against for enterprise brand media mandates, offering significantly broader scale and global capabilities.
• Omnicom Media Group: Omnicom Media Group is the media investment arm of Omnicom, including Hearts & Science, OMD, and PHD. It is a global incumbent competing with KSM for enterprise media buying and planning business at scale.
• Publicis Media: Publicis Media is the media holding-company division of Publicis Groupe, including Starcom, Zenith, and Digitas. It is a major incumbent that competes for enterprise brand media AORs and has significantly broader service and geographic reach than KSM.
• IPG Mediabrands: IPG Mediabrands is the media investment arm of Interpublic Group, including UM and Mediabrands agencies. It is a major global incumbent competing for enterprise media planning and buying clients alongside KSM.
• Dentsu Media: Dentsu's media network includes Dentsu X and Merkle media capabilities and competes as a global incumbent for enterprise media AOR business, with broader integrated creative, CX, and media services than KSM.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/1285353
• Xx.com/ksm_media
• Facebookfacebook.com/kelly-scott-madison-237140549653402

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 KELLY SCOTT MADISON