About Us

The MOP (Marketing Optimization Professionals) transforms TV and CTV log-level data into profit curves and clear action—so brands can cap waste, reinvest into fresh reach, and scale with CFO-approved math.

What We Do.

1. Ingest

We take impression, response, and cost data; model true incremental lift.

2. Create

We produce by-inventory profit curves (network×daypart for linear; publisher/deal for CTV).

3. Provide

We give you updated curves every cycle, CPIA, and a simple plan to cap where returns flatten and redeploy into growth.

We’re not an agency — we’re your optimization spine.

How We Work.

Proof-Driven Decisions

We don’t rely on averages or guesses. We model your actual TV/CTV exposures against real response data, so every curve shows where to stop wasting impressions and where to unlock more reach.

Transparent Math

Clean data in, clear numbers out. You see exactly what each spot or impression delivered — incremental lift, cost per action, and ROI — in language your marketing and finance teams can both trust.

Execution That Sticks

We don’t just hand you a chart. We turn curves into weekly caps, spot placements, and targets your team or agency can book immediately. Dashboards and alerts keep everyone aligned.

Get Started

Meet The Founder.

Tony Domenzain

Tony is a media strategist and measurement lead who built The MOP’s response-curve framework to bring line-item accountability to TV and streaming. His work focuses on turning messy log-level data into decisions finance can sign off on—cap points, CPIA, and growth paths that hold up in the boardroom.

Meet The Founder.

Tony Domenzain

Tony is a media strategist and measurement lead who built The MOP’s response-curve framework to bring line-item accountability to TV and streaming. His work focuses on turning messy log-level data into decisions finance can sign off on—cap points, CPIA, and growth paths that hold up in the boardroom.