As digital video expanded across platforms, content owners faced a critical challenge: without a universal content identifier, they couldn’t effectively track, monetize, measure or protect the value of their assets. Morgan Digital Ventures mobilized and aligned more than 25 leading media brands, networks, advertisers and agencies to build the business case for a common video identification standard — and to drive adoption across the ecosystem. The effort demonstrated a $2.5 billion market opportunity and led to the ratification of an open-standard video asset ID system that now enables seamless monetization and measurement across owned-and-operated and third-party distribution channels.

Facing steep declines in legacy print-audit revenue, the general manager of this media auditing firm’s fledgling digital business struggled to find the market fit where its brand and capabilities could create equivalent value. Morgan Digital Ventures leveraged its ad industry executive network to identify the sweet spot between high-tech automation and traditional “Big 4” auditing — a position where the company could truly differentiate. Within two years, the digital business surpassed legacy revenue, became an attractive M&A target, and set the stage for its general manager to become CEO of the newly combined media auditing firm.

In the early days of digital, broadcast television sales teams routinely “threw in” digital as bonus inventory — a practice that devalued digital media and created deep misalignment between sales and product teams. For this national television network, the result was stagnant digital growth. Morgan Digital Ventures helped realign the organization around the voice of the advertiser, matching the network’s culture and capabilities with clear market benchmarks. The outcome was a digital growth playbook that nearly doubled digital revenue and increased margins by 25% within 18 months.

At a time when low-quality, cheap audience data was flooding the market, it had become nearly impossible for premium providers to compete on value instead of volume. Leveraging the independence and objectivity of their trade association, Morgan Digital Ventures united more than 25 data and advertising firms to create the industry’s first audience-data transparency label (DataLabel.org). The initiative restored trust, unlocked growth for participating companies, and generated recurring revenue for the association.

In the early days of advertising automation, the gap between programmatic’s promise and reality couldn’t have been wider. Fraud, non-transparent buying practices, and the race to the lowest CPMs had eroded established standards of quality, performance and fair value between advertisers and publishers. Through their industry trade association, thirty premium content publishers engaged Morgan Digital Ventures to develop the business case and launch plan for a new kind of marketplace — one that would distinguish premium inventory from the low-quality open web. The result was the creation of TRUSTX in 2016, which grew into a profitable $30 million gross-media business within five years, while delivering top 20% yields for its premium publisher members.