Rareview Advisory Group LLC

Principal media can create meaningful new margin. It can also create accounting, credit, contract and client-trust risk if the model is not designed end to end.

Rareview helps independent, mid-market and private-equity-backed agencies build principal media businesses that hold together commercially, operationally, financially and contractually.

DJ Martin built and ran principal media businesses inside Dentsu and Omnicom before founding Rareview. Agyle Advantage at Dentsu was built from the ground up. At Omnicom Media Group he ran and scaled OMnet as Managing Director while serving as Chief Procurement Officer and launching Omnicom's North America Media Accountability and Governance organization.

Principal media is not just a buying model. It is a second operating model with its own accounting, contracts, credit exposure, cash requirements and client obligations. Six things have to work together: the entity, revenue recognition, working capital, credit, client disclosure and the contracts on both sides. Get five of six right and you have built a liability.

Rareview works in five stages. Decide whether to build it at all. Design the entity, systems and transaction flow. Protect the margin through contracts, consent, credit policy and controls. Launch with a pilot transaction and the first 90 days. Govern it as volume grows.

Rareview also reviews principal media structures for advertisers, CFOs and investors, covering disclosure, contract terms, benefit claims and the underlying economics. Rareview will not advise an agency on a principal build and then act against that same entity.

Around $75M in managed media is where the economics often begin to justify a standalone model. If the economics or operating conditions do not support it, we say so.

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