Musi is a very small company with a lean team that wanted to generate additional revenue specifically from brand advertisers while still preserving a positive user experience for their specific audience: music-loving millennials. Up to this point, Musi had consistently hit their revenue goals but was connected primarily to performance buyers. They thought there were incremental gains to be made by attracting brand advertisers. To do this, they needed to add the formats that brands were demanding: display and VPAID ad units.

Musi only wanted to add another demand source if they were able to control key optimization functions such as setting different floor prices, creating multiple tiers for different formats, and blocking advertisers and categories to ensure that users were seeing relevant ads from a healthy mix of brands. Being able to do this all through one platform was essential if they were to increase incremental revenue.