What If Media Group
Helping Brands Scale Consumer Acquisition with ARIA

Google’s recent announcement regarding the company phasing out third party cookies by 2023, is a crucial change indicator of the marketing and advertising landscape. The rising privacy concerns regarding consumer data and identity questions the trustworthiness of traditional digital advertising approaches. In adherence to strict compliance and regulatory mandates, brands and marketers are leaning towards privacy friendly ad campaigns. This evidently calls for them to adopt modern, data centric and compliant digital advertising.

Enter What If Media Group (What If)! Positioning itself as a performance marketing company with proprietary ad-serving technology, media and first party data, New Jersey headquartered What If assists leading brands and agencies in acquiring new, valuable consumers at scale. The company's AI platform ARIA powers its digital advertising competencies by feeding on infinite terabytes of data, including self-reported, behavioural, and others, to target the right consumers with the right advertisements at the right time. “Every day, half a million people visit our web properties and sites, providing us with optin information so that we can reach them across a number of remarketing media channels website. With behavioral data, and survey answers, we build rich consumer profiles that allow us to individually select the optimal menu of advertisements for each consumer across all the different channels,” says Seth Gottlieb, President, What If Media Group.

The company generates over 100 million first-party data signals daily and is driven by the passion and hard work of over 150 employees of What If spread across the U.S. What If also prides itself on scaling up its already broad database of more than 250 million consumers. “Primarily, our clients come with three requirements: generating leads, getting response, and driving traffic,” says Josh Gillon, CEO, What If Media Group.

“Fulfilling all three requirements, we provide clients with a repository of prospects who have shown interests in their product offering, direct leads to sign ups or subscribes. We assist them in actively onboarding consumers through direct contact over phone, SMS, emails, push notifications, and more, and then transfer these qualified users to the clients’ customer support.”

To exemplify What If’s capabilities, Gottlieb and Gillon share a few success stories, one of which involved a reputed recruitment agency reaching out to What If regarding fulfilling low level job roles during the holidays. The company did not waste time implementing a well curated but simplistic survey to capture the attention and interest of job seekers and soon drove 430,000 candidates to the clients for recruitment. What If ran campaigns for a prescription drug card company that intended to expand its subscriber base. The company helped the client target and effectively convert leads by directing them to sign up for prescription drug cards.

What If not only works with clients on paid collaborations but also contributes its expertise towards non profit ad campaigns.For example, the company paired up with the Ad Council to reach out to Arkansas based consumers regarding their vaccination program. To that end, whenever a consumer came to opt into What If’s website, the portal presented them with a questionnaire regarding their vaccine status. In case the person was not vaccinated, the company targeted real-time emails to them regarding the Council’s free vaccination drives.

Taking pride in their impeccable marketing expertise, What If is working towards enhancing its already vibrant, dynamic, and high velocity ecosystem into something even more robust and customer centric. The company is planning to expand both horizontally and vertically by spreading its wings across different business categories and undertaking further collaborations with advertisers to help deliver clients with effective leads. “We have a whole slew of plans that we want to execute in the next two years. Our company is actively adding more traffic and advertisers to generate greater revenue for us and highly targeted prospective consumers for our clients. Moreover, we are also continuously focusing on enhancing our ARIA platform to deliver better performance and outcomes,” concludes Gillon.