REVOLT wants to be at the forefront of the internet’s transparency revolution.
The digital-native publisher with a focus on hip-hop and multicultural audiences recently adopted Revry’s PrismRiot ad exchange for connecting advertisers with minority and LGBTQ+ audiences.
The goal of the partnership? To highlight the value of REVOLT’s audience while prioritizing transparency into how their data is collected and used. Plus, REVOLT and Revry want to avoid the problematic data monetization practices pushed by DSPs like The Trade Desk, which Revry recently parted ways with over disagreements in data handling.
When REVOLT and Revry first explored ways to collaborate, the connection felt natural. “We both have companies that start with ‘R-E-V,’ so we always sat next to each other in class,” joked Mike Roche, CRO at REVOLT.
Early conversations between the companies’ CEOs—Detavio Samuels of REVOLT and Damian Pelliccione of Revry—revealed a mutually beneficial opportunity for collaboration. Like REVOLT, Revry also owns and operates a slate of minority and LGBTQ+-focused content, including FAST channels on a variety of major CTV platforms.
REVOLT was drawn to Revry’s content and the technology behind its ad exchange, PrismRiot, which launched in 2023, Roche explained.
“It delivers exactly what media buyers have been asking for—the ability to reach exclusive, highly influential audiences programmatically across premium CTV environments while maintaining control over data and accountability to our audiences,” said Roche.
For Revry, the partnership was equally mission-driven. The two companies were aligned in their approach to technology, community and audience empowerment, said Alia J. Daniels, Co-Founder and COO of Revry.
The collaboration allows marketers to reach REVOLT’s audiences by tapping into the publisher’s first-party data, while ensuring that data ownership and consumer trust remain central.
“We built PrismRiot to challenge the status quo, to create a space where diverse audiences are respected and valued—and working with REVOLT only amplifies that mission,” Daniels said.
Protecting the Audience, Not Selling Them Off
Data transparency is especially important in the context of Revry’s recent break up with the Trade Desk—Revry pulled its inventory from The Trade Desk in February due to conflicting business interests.
“They wanted to buy our data, sell it widely and return just pennies on the dollar,” Daniels said. As a minority-owned company focused on protecting its audience and privacy standards, Revry recognized that such an arrangement prioritized profits over transparency.
That experience shaped how Revry approaches PrismRiot partnerships. “Instead of buying data and giving back a small cut, we’re opening the ecosystem so partners like REVOLT can scale across CTV and multiple platforms—truly benefiting from the audiences they’ve built,” Daniels said.
When it comes to DSP partnerships for PrismRiot, the approach is simple: Work with the platforms that genuinely want to work with Revry and its fellow publishers.
“It wasn’t a hard decision,” Daniels said. “We prioritize partners who value what we’re building, not those who treat us as an afterthought.”
Integrating First-Party Data
Revry and REVOLT’s collaboration combined both companies’ robust first-party data sets, enabling culturally connected, opt-in advertising at scale.
“First and foremost, it’s first-party, and it’s opted-in,” said Daniels. “We ensure the data remains current and valid, not just collected once and left to grow stale.”
Revry stress-tested the PrismRiot platform internally to work through technical challenges before bringing in a partner like REVOLT, Daniels said. That foundation enabled the two companies to integrate seamlessly, creating a high-integrity data and content ecosystem.
On the REVOLT side, the collaboration added a new dimension to an already deeply engaged, cross-cultural audience. REVOLT’s audience, which is heavily Gen Z and largely people of color, is highly loyal to the talent and creators driving its programming, which covers an array of verticals, such as music, sports, gaming, food and fashion, Roche said.
By joining with Revry, “we quickly surpassed 10 million unique, opted-in IDs,” said Roche. “But it’s not just about scale; it’s about maintaining a fresh audience through ongoing engagement and new viewing behavior.”
Integrating that audience with PrismRiot’s infrastructure allows advertisers to activate high-impact campaigns across CTV platforms. The integration also ensures accountability for how REVOLT’s audience data is used.
A Smarter Way to Reach and Measure Audiences
Plus, Revry’s platform gives brands full control over how and where they connect with REVOLT’s first-party audience, Roche said. “Advertisers can target by platform, vertical or even specific programs—choosing the environment that aligns with their brand safety standards.”
Revry also offers a dashboard for tracking where campaigns are running, taking much of the brand safety guesswork out of the equation.
“We’ve experienced the same pain points as brands, so it was important for us to create a solution that allows advertisers to easily execute campaigns at scale,” Revry’s Daniels explained.
Brands can not only reach the audiences they want, but do so across a wider range of CTV environments and content types.
Plus, advertisers can create new high-intent audience segments by layering in additional targeting data like Revry’s LGBTQ+ viewers for intersectional campaigns, Roche added. Brands can even onboard their own first-party data via tools like LiveRamp and further refine targeting by platform, vertical or specific programming.
Revry’s reporting breaks down performance by audience segment, creative and other key factors, giving advertisers the insights they need to optimize campaigns in real time.
On the monetization front, the early momentum is strong. The partnership is new, but Daniels is confident in what’s ahead.
“No one can sell our audience like we can,” she said. “Through PrismRiot, [publishers] who previously couldn’t fully tap into the value of their audiences can now command premium CPMs at scale.” And, she added, “the results flow directly back to the publishers who deserve it.”