Diray Media Partners with MCG to Refine Streaming Supply Chains

The collaboration marks a shift in Diray Media’s strategy to control the quality of ad inventory long before it appears in a demand-side platform. While Diray has historically focused on post-buy performance metrics, the new arrangement shifts that focus to the procurement stage. MCG will act as a neutral intermediary, shaping the streaming supply to match the specific performance requirements of Diray’s client roster.

Dean Chandler, SVP of Media and Video Innovation at Diray, noted that the agency had identified significant inefficiencies—such as bid request flooding and skewed platform distribution—that necessitated a more surgical approach to supply management. By cleaning up inventory at the source, the agency hopes to increase the efficacy of its existing buying technology without disrupting established workflows. Daniel Elad, co-founder of MCG, emphasized that the partnership is built on the principle that the quality of media output is strictly dictated by the caliber of the inventory entering the process.