Adtegrity Focuses on Daily Forecasting Amid Pullback in Ad Spend

Jason Balk is the Chief Financial Officer of Adtegrity, an advertising agency that specializes in strategy, media buying, planning and execution. Balk explains how COVID-19 impacted Adtegrity, noting customers’ pullback in spend by about 20-30%. He explains how the company adapted around that decrease in revenue, including applying for and leveraging the Paycheck Protection Plan, and what the leadership team is doing to prepare as the economy reopens. Balk says they’re focused on utilizing NetSuite to make daily forecasts and test various scenarios as well as analyzing specific data points to make the best predictions possible around an uncertain future in advertising and marketing.


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