Author: Michael Bürgi

Consolidation among mid-level media agencies continues apace as they add resources to offer a wider array of services as a means of attracting larger clients.

Independent media agency Mile Marker, formed less than two years ago, continues to be one of the more aggressive indies in pursuit of complementary pieces, having just acquired creative performance shop Lift, based in San Francisco. It helps that Mile Marker has the backings of a private equity firm, Lightview Capital, to fund its growth. Terms of the acquisition were not disclosed but the move puts Mile Marker one step closer to omnichannel performance that links physical to digital.

Lift, which describes itself as a performance content and creative agency across traditional and digital channels, will continue to operate as Lift, a Mile Marker agency. The two agencies first met in late 2025, brought together by Lightview, said Scott Shamberg, Mile Marker’s CEO.

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Over the years, the automated, data-driven ad buying process that is programmatic has crept into the human-led negotiations that make up upfront negotiations. That’s come to a head this year.

That shift is seen at Disney and Warner Bros. Discovery, for example. In covering this year’s upfronts, Digiday reported that Disney sees 70% of its biddable inventory demand driven by upfront advertisers. Meanwhile, nearly half of Warner Bros. Discovery biddable demand stems from upfront advertisers. 

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