Orange 142 is going after the enterprise.
In March, the ad and marketing agency — primarily known for serving midmarket brands in areas like destination marketing and higher education — introduced Ignition+, a new offering aimed at enterprise customers.
The company is essentially taking its media-buying platform, owned by parent company Direct Digital Holdings, and integrating it with Orange 142 to support a broader and more complex customer base.
The offering is positioned as a more unified approach to programmatic media buying, bringing activation, supply, optimization, and measurement together into a single operating model for large brands and agencies.
In this 5 Questions interview, Lashawnda Goffin, SVP of Business Development at Orange 142, shares her take on what that looks like in practice.
Check out the full interview below.
1. How does Ignition+ work, exactly?
Programmatic has grown more complex than most teams anticipated. The landscape keeps expanding with new players, new platforms, and a lot of noise, and even experienced buyers can find themselves piecing together reports across multiple systems without ever getting a clear picture of where their dollars actually went.
What we hear consistently from buyers is that they want less complexity, more transparency, and real confidence that their spend is working. They’re not asking for more tools. They want a partner and a process they can trust to deliver results. The goal can be simple and that’s what Ignition+ is built around. We bring activation, supply, optimization, and measurement together in one place so teams can operate with clarity instead of chasing handoffs.
2. Has Orange 142 ever offered something like this before?
Orange 142 has always worked across programmatic, search, social, and CTV. What’s new here is how those pieces come together, and who it’s built for. Historically, that work has focused on mid-market buyers and independent agencies looking for hands-on support across channels. Ignition+ is a separate offering, purpose-built for Fortune 1,000 brands and large independent agencies managing high-volume, complex media investment.
At that level, buyers and agencies are stitching together multiple tools and partners, which starts to impact how budgets perform and makes it harder to see what’s actually driving results or where spend is being lost. Ignition+ is a step toward simplifying that, giving them a more unified way to operate without all the behind-the-scenes work.
3. Who is this for, exactly?
This is for buyers and independent agencies operating at a larger scale, managing multimillion-dollar media investment across multiple platforms, partners, and channels, each with its own view of performance. As spend scales, it gets harder to see the full picture of what’s working, where inefficiencies sit, and how to act on that with confidence.
It’s also important to be clear about where this fits. Orange 142 continues to support its core mid-market buyers and agencies the same way it always has. Ignition+ is a separate offering, built specifically for those operating at a different level of scale and complexity.
If they have agency relationships or existing vendor partners they value, we work alongside that. Some plug this into their current setup and stay hands-on. Others look to us as an extension of their team. Either way, we adjust to fit where they are. The goal is to make their operation cleaner and more confident, not to replace what’s already working.
4. What are the benefits of unification for a large advertiser?
It comes down to clarity. When buying happens across disconnected systems, things add up quickly. Fees stack, reporting gets fragmented, and it becomes harder to understand what’s driving results or where dollars are being lost. Bringing those pieces together makes it easier to see supply paths, understand pricing, and make decisions faster. In practice, that means more budget going toward working media and fewer inefficiencies in the process.
5. How does AI play a role here?
AI is there to support the way decisions are made, not replace them. There’s so much happening in programmatic in real time. We use machine learning to process signals around inventory quality, pricing, and engagement so campaigns can adjust as they run, without teams needing to react to every change manually. In practice, that helps teams spend less time managing the mechanics and more time focused on performance.
Thanks to Lashawnda for joining us. Stay tuned for more insights from the leaders shaping adtech in our 5 Questions series.
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AdTechRadar is owned by Chris Harihar, EVP at Mod Op. Direct Digital Holdings is a Mod Op client.
