Partner Spotlight: Alice Ovadia, VP of Media Strategy |   23 Apr, 2025

Silverpush is excited to highlight TRUth for our Partner Spotlight this week. We caught up with Alice Ovadia, VP of Media Strategy at TRUth, to learn more about the agency and talked to her about her big predictions for the ad market in the coming years.

Here’s what Alice said.

1. Tell us about the agency. What makes you stand out?

TRUth Media is one of those rare agencies where people stick around. And so do our clients.

Most of our growth comes from referrals, recommendations, and long-standing relationships with clients who take us with them wherever they go. We’re incredibly proud of our retention rate, and it’s all based on the caliber of work that we deliver.

TRUth is set apart by our smart strategy and solid business thinking, but our biggest difference is the culture we’ve carefully built over the years. We treat every employee, no matter what level, like adults and trust them to do good work while maintaining the work-life balance that’s right for them. No one has to choose between being a great parent and a strong professional.

Our name reflects our philosophy of truth and transparency. That’s how we show up in the world, with each other, our clients, and our partners. That simple but powerful principle is the foundation of everything we do.

2. What made you choose Silverpush as a contextual partner?

As the industry continues to move away from cookies, we were looking for a partner that could help us stay ahead without compromising on precision or relevance. Silverpush stood out to us because they’ve really nailed contextual in a smart, scalable way. Their AI-powered tech lets us align our messaging with what people are actually watching and engaging with. We also really value how seriously Silverpush takes brand safety and suitability. At the end of the day, we want to show up in the right places, with the right message, and Silverpush helps us do that in a way that feels both effective and responsible.

3. How has the ad market changed over the past five years? Are there trends in your region that you’ve noticed specifically?

Marketing and media have become increasingly fragmented, with a shift toward digital-first and omnichannel strategies. In the Southwest US, we’ve seen a growing emphasis on multicultural marketing and hyper-local activations as brands work to connect authentically with diverse audiences.

Streaming, retail media, and AI-driven automation have accelerated, reshaping how brands allocate budgets and measure success.

4. What ad channels are driving the best results for clients right now?

Performance-driven digital channels, particularly paid search, social, and programmatic video, continue to deliver strong results.

Retail media networks are also gaining traction as brands look for more direct connections with high-intent shoppers. Additionally, CTV and digital out-of-home (DOOH) are seeing growth as brands seek efficient ways to engage audiences beyond traditional linear TV. In general, we believe that omnichannel plans that include both upper funnel and lower funnel tactics will perform better than those that only include performance channels.

5. Are you noticing any specific trends in how brands are leveraging data or AI-driven tools to connect with local audiences?

Brands are leaning into AI for dynamic creative optimization, predictive analytics, and hyper-local personalization. AI-powered insights are helping advertisers refine audience segmentation and improve real-time bidding efficiency. Additionally, first-party data strategies have become a priority as brands navigate privacy changes while maintaining meaningful customer engagement.

For brands that are not as sophisticated with their internal tools and resources, we help facilitate a lot of this by leveraging tools that offer automation and customization.

6. What are the biggest advertising challenges for brands today? What are the biggest opportunities?

One of the biggest challenges is navigating privacy regulations and signal loss while still delivering measurable performance. Additionally, breaking through ad fatigue and shifting consumer behaviors – not to mention fragmentation – requires us to constantly test, learn, and pivot when needed. On the opportunity side, brands that embrace AI, first-party data strategies, and cross-channel measurement will gain a competitive edge, while those investing in better creative and storytelling and community-driven marketing will build stronger brand affinity.

Want to learn more about TRUth? Visit the agency website here.