With programmatic ad-buying strategies, digital media executives are building niche audiences in the current world of ad bombardment across multiple channels and platforms. Fast-forwarding by PVR and ad-blocking are common ways consumers avoid advertising. But through programmatic buying, media strategists can reach a very specific target audience – in the demographic they want, with the characteristics that suit their brand – and achieve measureable results. In this video, digital media executive, Carolina Joan, and Kaaren Whitney Vernon of the innovative agency, Shift-Two, explain how they harness the power of compelling, sponsored content to build and engage their audience. With a video series like the popular ‘Carmella’ or ‘V Morgan is Dead,’ they develop a fan base over the period of the series, creating an emotional connection and building trust that soon transfers to the product brand.