Primary Research Consulting

Criterion Global combines paid media expertise with a dedicated advisory practice, providing media organizations and investment firms with sector-specific insight that traditional consultancies cannot.

We bring an operator’s perspective as active buy-side specialists in ad tech, media investments, and monetization. Our work spans multinational conglomerates, digital platforms, and individual content owners, supporting both strategic and operational mandates.

For investment firms, we provide expert primary research consulting to validate hypotheses, assess market dynamics, and inform capital deployment across the media and advertising ecosystem. Our advisory experience includes multi-strategy funds, long/short managers, and institutional investors seeking an independent view into how value is created—and captured—across the sector.

*List is not exhaustive, for illustration only

Execution is one of the biggest challenges in global media—making sure every placement runs exactly as planned. Our team oversees investments worldwide with dedicated auditing and fulfillment resources to verify delivery, quality, and compliance. We use independent third-party tracking for digital and rigorous verification for traditional media, giving clients transparent, accurate performance without relying on vendor self-reporting.

We are retained for confidential, independent reviews of past media investments to validate strategy, identify gaps, and strengthen future planning.

As an independent, international media buying agency, our expert consulting on media-industry investment is free from a vested interest in the vendors with whom we purchase media. Please note that client confidentialities and internal policy preclude us from participating in engagements that may require the following: