News

Marketers Shaky About Right Media Mix

Appearing in eMarketer 

Just 25% of brand marketers are confident they have an optimal media mix

Targeting has a huge role in how marketers spend their time and money. In an April 2015 study by Millward Brown Digital, nearly 50% of US brand marketers ranked their ability to reach target audiences as a key factor in media budget allocation, as did over 65% of media and agency respondents. Similarly, among business-to-business marketing execs polled worldwide by Regalix in February 2015, target customers were the leading basis on which they chose their marketing channel/mix, tying with marketing objectives/goals at 75% of respondents each. 

> Read More

July 2015

June 2015

  • June 29

    For Agencies, Targeted Video Ads Best at Grabbing Viewer Attention

    Originally appearing at eMarketer

    For Agencies, Targeted Video Ads Best at Grabbing Viewer Attention

    As consumers spend an increasing amount of time viewing digital video, advertisers are following along. Indeed, nearly seven in 10 US ad agency professionals polled by STRATA in May 2015 said video was their main campaign focus. And further results indicated that they were pleased with the value they’d already gotten from such efforts. Fully 44% were confident in the return on investment (ROI) of online video purchases. While this was still the minority, it was up an impressive 43% quarter over quarter. Meanwhile, the percentage of respondents who were unsure of online video ROI dropped 25%, to 37%. 

      >Read More

  • June 19

    Agency Interest in Streaming Surges

    Originally appearing at Inside Radio

    Advertising agencies are bullish about the radio business this year and are getting used to programmatic buying. That’s the top takeaway from a new STRATA survey. >Read More

  • June 19

    Strata Survey: Video Confidence Growing; 43% Increase from Previous Quarter

    Appearing in Marketing Mobile Watch

    By J. Barton

    “A survey of advertising agencies found that 44 percent of agencies are confident they are getting a good value for their recent online video ad purchases, marking a 43 percent increase from the previous quarter.” >Read More

  • June 17

    Ad agency confidence in online video advertising ROI grows

    Appearing in Rapid TV News

    By Michelle Clancy

    A survey of advertising agencies found that 44% of agencies are confident they are getting good value for their recent online video ad purchases, marking a 43% increase from the previous quarter.

    According to STRATA, the number of agencies still unsure about online video ROI declined by 25% within the same time period. >Read More

  • June 17

    Marketers’ Confidence in Video ROI Continues to Grow: New Study Shows More Agencies Feel They Are

    Appearing in Bull Dog Reporter

    Ad Firms Are 43% More Confident This Quarter That Efforts Are Paying Off

    Marketers and ad agencies have become empowered by video and multimedia in recent years, and the trend continues to boom, according to a new survey of ad firms from media software firm STRATA. The study finds that 44% of agencies are confident they are getting a good value for their recent online video ad purchases, marking a 43% increase from the previous quarter. Meanwhile, the number of agencies still unsure about online video ROI declined by 25% within the same time period. >Read More

  • June 17

    AGENCIES CONFIDENT OF DIGITAL VIDEO ROI

    Appearing in Spots n Dots

    RECENT REPORTS INDICATE THE OPPOSITE

    Is there a disconnect between perception and reality at advertising agencies when it comes to the sexy new world of online streaming video advertising? A survey of advertising agencies by STRATA found that 44% of agencies are confident they are getting a good value for their recent online video ad purchases, marking a 43% increase from the previous quarter. But in just the past couple of weeks we’ve reported on analysis by MarketShare for Turner Broadcasting and Horizon Media (June 10) and CBS Corporation (June 16) showing that digital video alone dramatically underperforms television in advertising effectiveness— and even a report by eMarketer (June 15) wondering why consumer packaged goods(CPG) companies in particular are getting such poor ROI from digital video advertising. >Read More

  • June 16

    STRATA: CONFIDENCE IN VIDEO ROI GROWS

    Appearing at Radio Ink

    A survey of advertising agencies conducted by STRATA found that 44 percent of agencies are confident they are getting a good value for their recent online video ad purchases, marking a 43 percent increase from the previous quarter. For the same time period, the number of agencies still unsure about online video ROI declined by 25 percent. >Read More

  • June 16

    STRATA Agency Survey: Confidence In Video ROI Grows By 43%

    Appearing in Market Watch

    —Streaming Video Sites Also See More Interest, Dollars—

    CHICAGO, June 16, 2015 /PRNewswire/—A survey of advertising agencies found that 44% of agencies are confident they are getting a good value for their recent online video ad purchases, marking a 43% increase from the previous quarter. Meanwhile, the number of agencies still unsure about online video ROI declined by 25% within the same time period. The first quarter survey was conducted by STRATA, the leader in media buying and selling software with over $50 billion in ad transactions passing through its systems each year. >Read More

  • June 16

    Confidence In Online Ads Rises, Agencies Focus More On Streaming Sites

    Appearing at Media Post

    by Wayne Friedman

    Amidst concerns about viewability of advertising on digital platforms, a new survey of advertising agency executives says that confidence in digital video advertising value has improved.

    Strata, a Chicago-based advertising systems provider, says that 44% of agencies in the second quarter say they are getting a “good value” for recent online video ad purchases—up 43% increase from the previous quarter. >Read More

  • June 16

    STRATA AGENCY SURVEY: CONFIDENCE IN VIDEO ROI GROWS BY 43%

    Appearing at The Street

    —Streaming Video Sites Also See More Interest, Dollars— 

    Chicago (June 16, 2015) – A survey of advertising agencies found that 44% of agencies are confident they are getting a good value for their recent online video ad purchases, marking a 43% increase from the previous quarter. Meanwhile, the number of agencies still unsure about online video ROI declined by 25% within the same time period. The first quarter survey was conducted by STRATA, the leader in media buying and selling software with over $50 billion in ad transactions passing through its systems each year. >Read More

  • June 16

    STRATA AGENCY SURVEY: CONFIDENCE IN VIDEO ROI GROWS BY 43%

    Appearing at StreetInsider.com

    —Streaming Video Sites Also See More Interest, Dollars—

    Chicago (June 16, 2015) – A survey of advertising agencies found that 44% of agencies are confident they are getting a good value for their recent online video ad purchases, marking a 43% increase from the previous quarter. Meanwhile, the number of agencies still unsure about online video ROI declined by 25% within the same time period. The first quarter survey was conducted by STRATA, the leader in media buying and selling software with over $50 billion in ad transactions passing through its systems each year.  >Read More

  • June 16

    STRATA AGENCY SURVEY: CONFIDENCE IN VIDEO ROI GROWS BY 43%

    Appearing at PRNewswire

    —Streaming Video Sites Also See More Interest, Dollars—

    Chicago (June 16, 2015) – A survey of advertising agencies found that 44% of agencies are confident they are getting a good value for their recent online video ad purchases, marking a 43% increase from the previous quarter. Meanwhile, the number of agencies still unsure about online video ROI declined by 25% within the same time period. The first quarter survey was conducted by STRATA, the leader in media buying and selling software with over $50 billion in ad transactions passing through its systems each year.  >Read More

  • June 16

    STRATA AGENCY SURVEY: CONFIDENCE IN VIDEO ROI GROWS BY 43%

    —Streaming Video Sites Also See More Interest, Dollars—

    Chicago (June 16, 2015) – A survey of advertising agencies found that 44% of agencies are confident they are getting a good value for their recent online video ad purchases, marking a 43% increase from the previous quarter. Meanwhile, the number of agencies still unsure about online video ROI declined by 25% within the same time period. The first quarter survey was conducted by STRATA, the leader in media buying and selling software with over $50 billion in ad transactions passing through its systems each year. >Read More

  • June 13

    Teads turns digital video advertising on its head

    Appearing in The Telegraph

    By Monty Munford

    Up until this point, none of us have liked watching online video advertising. It’s invasive, intrusive and disruptive… and uninteresting. One company is helping to change that with its ‘Outstream’ model. >Read More

  • June 5

    The Online Video Marketing Metrics You Need to be Tracking

    Originally Appearing at Brafton

    Some marketers use viewability as a way to gauge online video success, but a recent STRATA study suggests this might be the wrong metric to measure.

    Designed as a measurement for digital video ads, viewability is meant to give you an idea of whether or not people see the content you promote. However, when it comes to viewability, marketers aren’t getting a clear answer of whether people are actually watching and engaging in the video. >Read More

  • June 3

    For Effective Digital Video, Put Brand Front and Center

    Originally Appearing in eMarketer

    Digital video viewers most likely to skip ads before recognizing product 

    Branded video ad views worldwide rose nearly 70% between Q1 2014 and Q1 2015, from 2.48 billion to 4.19 billion, according to Visible Measures data, which counted views that were user-initiated and targeted to English-speaking audiences. If marketers want to take advantage of heightened attention to digital video ads, they’d be wise to reveal their brand immediately, based on other recent research. >Read More

May 2015

April 2015

March 2015

  • March 11

    How The Integration Of Technology And Neuroscience Will Boost Marketing Tech Growth

    Originally Appearing in Forbes

    By Gary Drenik

    The fusion of science and technology is fostering a new era of growth for the marketing tech category. The need for data-driven communication solutions brought about by the growth of the Internet has fueled this growth. The old network message distribution model is about to crumble due to impact of changes in technology and its adoption by consumers. Marketers are being forced to seek new models such as those based on Neuromarketing which focus on individuals and how the various choices they are faced with can be shifted or influenced at multiple “scales” of behavior (e.g. individuals, group or market/society). Much of this will happen as part of the science of influence. >Read More

February 2015

January 2015

December 2014

  • December 23

    The rise of Instagram

    Appearing at MyFoxNY.com

    Excerpt:

    Considered outdated by some, Facebook is still winning the social media wars with more users than anyone else. Facebook now has 1.36 billion users, according to J.D. Miller, a director at media software company Strata. For that reason alone—the sheer numbers—Facebook is the preferred platform for advertisers and their money.

      >Read More

November 2014

  • November 21

    Marketing Charts: Weekend Reading, 11/21/14

    Appearing in Marketing Charts

    In a survey of 81 media buying agencies, STRATA reveals that the majority (61% share) of respondents indicate that targeting videos towards viewers’ interest is the most effective technique for attracting viewers to watch online video ads. By comparison, only 5% felt that using comedy or humor is the most effective technique. >Read More

  • November 12

    Programmatic Ad Buying Gaining Radio Ad Agency Trust

    Originally Appearing in Radio World

    Programmatic ad buying is gaining trust among radio media buyers and their agencies. So says media buying platform STRATA.

    The company says 20% of agencies that responded to a Q3 survey trust programmatic (or automated) buying to properly execute ad orders. Twenty-nine percent of agencies polled intend to carry out up to 20% of their business programmatically, while the survey recorded a 16% drop from the previous quarter in agencies that say they do not trust programmatic. >Read More

  • November 11

    STRATA Survey Finds Programmatic Buying Continues To Gain Agency Trust

    Appearing in The Street

    —Targeting and Efficiency Benefits of Automation Outweigh Agency Concerns Over New Tool—

    CHICAGO, Nov. 11, 2014 /PRNewswire/—A new advertising agency survey indicates a growing percentage of advertising agencies are putting their trust in programmatic buying, as skepticism in the tool drops and its benefits are more understood.

    The third quarter agency survey conducted by STRATA, the leader in media buying and selling software, found that 20% of agencies say they trust programmatic buying to properly execute ad orders, the largest amount ever in the STRATA survey. Twenty-nine percent of agencies polled intend to carry out up to 20% of their business programmatically, while the survey recorded a 16% drop from the previous quarter in agencies that say they do not trust programmatic. >Read More

  • November 11

    Survey: Agency trust for programmatic buys grows.

    Appearing in Inside Radio

    As the radio industry begins to warm up to the idea of allowing media buyers to use automated software to purchase a portion of its inventory, agencies too are becoming more trusting of so-called programmatic buying. >Read More

  • November 11

    Programmatic: Everyone Uses It, Not Many Trust It (Yet)

    Originally Appearing in MediaPost

    By Tyler Loechner

    Two reports about programmatic advertising came out this week that appear to be in stark contrast to one another.

    On the one hand, Chango released survey results that found that 75% of brand advertisers are using programmatic technologies, with another 16% planning to do so in the future. On the other hand, another report from STRATA found that 20% of agencies “trust programmatic buying to properly execute ad dollars.” >Read More

  • November 11

    STRATA Survey Finds Programmatic Buying Continues To Gain Agency Trust

    Appearing in Broadcast Newsroom

    —Targeting and Efficiency Benefits of Automation Outweigh Agency Concerns Over New Tool—

    CHICAGO, Nov. 11, 2014 /PRNewswire/—A new advertising agency survey indicates a growing percentage of advertising agencies are putting their trust in programmatic buying, as skepticism in the tool drops and its benefits are more understood.

    The third quarter agency survey conducted by STRATA, the leader in media buying and selling software, found that 20% of agencies say they trust programmatic buying to properly execute ad orders, the largest amount ever in the STRATA survey. Twenty-nine percent of agencies polled intend to carry out up to 20% of their business programmatically, while the survey recorded a 16% drop from the previous quarter in agencies that say they do not trust programmatic. >Read More

  • November 11

    STRATA Survey Finds Programmatic Buying Continues To Gain Agency Trust

    Appearing in All Access Music Group

    CHICAGO, Nov. 11, 2014 /PRNewswire/—A new advertising agency survey indicates a growing percentage of advertising agencies are putting their trust in programmatic buying, as skepticism in the tool drops and its benefits are more understood.

    The third quarter agency survey conducted by STRATA, the leader in media buying and selling software, found that 20% of agencies say they trust programmatic buying to properly execute ad orders, the largest amount ever in the STRATA survey. Twenty-nine percent of agencies polled intend to carry out up to 20% of their business programmatically, while the survey recorded a 16% drop from the previous quarter in agencies that say they do not trust programmatic. >Read More

  • November 11

    STRATA Survey Finds Programmatic Buying Continues To Gain Agency Trust

    Appearing in Reuters

    —Targeting and Efficiency Benefits of Automation Outweigh Agency Concerns Over New Tool—

     CHICAGO, Nov. 11, 2014 /PRNewswire/—A new advertising agency survey indicates a growing percentage of advertising agencies are putting their trust in programmatic buying, as skepticism in the tool drops and its benefits are more understood.

    The third quarter agency survey conducted by STRATA, the leader in media buying and selling software, found that 20% of agencies say they trust programmatic buying to properly execute ad orders, the largest amount ever in the STRATA survey. Twenty-nine percent of agencies polled intend to carry out up to 20% of their business programmatically, while the survey recorded a 16% drop from the previous quarter in agencies that say they do not trust programmatic.

      >Read More

  • November 11

    STRATA Survey Finds Programmatic Buying Continues To Gain Agency Trust

    Appearing in Bloomberg Businessweek

    CHICAGO, Nov. 11, 2014 /PRNewswire/—A new advertising agency survey indicates a growing percentage of advertising agencies are putting their trust in programmatic buying, as skepticism in the tool drops and its benefits are more understood.

    The third quarter agency survey conducted by STRATA, the leader in media buying and selling software, found that 20% of agencies say they trust programmatic buying to properly execute ad orders, the largest amount ever in the STRATA survey. Twenty-nine percent of agencies polled intend to carry out up to 20% of their business programmatically, while the survey recorded a 16% drop from the previous quarter in agencies that say they do not trust programmatic. >Read More

  • November 11

    Agency Trust In Programmatic Growing

    Appearing in MediaPost

    By Tyler Loechner

    “Trust” has been critical in the programmatic ad space, and a lack thereof has often been cited as one of the key catalysts behind the “in-house trend”—that is, marketers drifting from agency trading desks in favor of a programmatic team in-house.

    But trust between players in the chain (brands, agencies, publishers and everyone else in between) is only one piece of the pie, and STRATA, a media buying and selling software firm, has tackled the issue from another perspective: “Do you trust programmatic buying to properly execute ad orders?” >Read More

  • November 11

    eMarketer: 2014 Programmatic Advertising Forecast

    Appearing in eMarketer

    By Lauren T. Fisher

    Excerpt: Political ad dollars will also play a role in maintaining the health of open exchanges, particularly in 2016. With their real-time data integration capabilities and greater reach and scale vs. more private-type deals, open exchanges are an ideal arena for political candidates hoping to reach a very specific—yet large—population of individuals within a narrow time frame. In fact, a recent STRATA survey of agencies involved in political advertising showed 85% planned to use programmatic to buy ads this year—a percentage one should expect to hold steady or grow during the next US presidential election year.

      >Read More

  • November 11

    STRATA Survey Finds Programmatic Buying Continues To Gain Agency Trust

    Appearing in Yahoo Finance

    —Targeting and Efficiency Benefits of Automation Outweigh Agency Concerns Over New Tool—

    CHICAGO, Nov. 11, 2014 /PRNewswire/—A new advertising agency survey indicates a growing percentage of advertising agencies are putting their trust in programmatic buying, as skepticism in the tool drops and its benefits are more understood.

    The third quarter agency survey conducted by STRATA, the leader in media buying and selling software, found that 20% of agencies say they trust programmatic buying to properly execute ad orders, the largest amount ever in the STRATA survey. Twenty-nine percent of agencies polled intend to carry out up to 20% of their business programmatically, while the survey recorded a 16% drop from the previous quarter in agencies that say they do not trust programmatic. >Read More

  • November 10

    STRATA SURVEY FINDS PROGRAMMATIC BUYING CONTINUES TO GAIN AGENCY TRUST

    —Targeting and Efficiency Benefits of Automation Outweigh Agency Concerns Over New Tool—

    November 11, 2014 (CHICAGO) – A new advertising agency survey indicates a growing percentage of advertising agencies are putting their trust in programmatic buying, as skepticism in the tool drops and its benefits are more understood. 

    The third quarter agency survey conducted by STRATA, the leader in media buying and selling software, found that 20% of agencies say they trust programmatic buying to properly execute ad orders, the largest amount ever in the STRATA survey. Twenty-nine percent of agencies polled intend to carry out up to 20% of their business programmatically, while the survey recorded a 16% drop from the previous quarter in agencies that say they do not trust programmatic.

      >Read More

  • November 7

    STRATA Partners With Programmatic Direct Platform iSocket

    Originally Appearing in All Access

    Advertising agencies will soon be able to purchase premium, guaranteed inventory programmatically through a new partnership between  software provider STRATA and the automated guaranteed platform, iSOCKET. The partnership will allow STRATA’s 1000+ media buying agencies to purchase premium direct inventory through iSOCKET.  >Read More

  • November 4

    Programmatic knocks down more ad buying walls.

    Appearing in Inside Radio

    It’s getting easier for advertising agencies to buy inventory programmatically as STRATA announced it has formed a strategic partnership with the automated ad selling platform iSocket.  It will allow the more than 1,000 buyers who use STRATA to buy time on various media, including radio, to also seamlessly link to iSocket’s programmatic platform. >Read More

  • November 4

    TV owns political in 2014, radio in the game

    Originally Appearing in Radio + Television Business Report

    By: dseyler

    November 4, 2014

    A report from STRATA says that programmatic buying has a firm grip on political placements, and that most of the cash is still going to television. Online is definitely in the mix, and radio is a key supplemental venue.

    STRATA gathered its statistics from agencies that handle political clients.

    According to the study, programmatic is accounting for 85% of all buys, and represents 75% of total cash spent. >Read More

  • November 4

    STRATA Partners With Programmatic Direct Platform ISocket

    Appearing in The Street

    CHICAGO, Nov. 4, 2014 /PRNewswire/—Advertising agencies will soon be able to purchase premium, guaranteed inventory programmatically through a new partnership between leading media buying and selling software provider,  STRATA, and the automated guaranteed platform,  iSocket. The partnership will allow STRATA’s 1000+ media buying agencies to purchase premium direct inventory through iSocket efficiently and allow for a faster and more accurate ordering process from beginning to end, starting with the Request for Proposal (RFP). >Read More

  • November 4

    STRATA Plugs Into iSocket For ‘Programmatic Direct’ Access

    Originally Appearing in MediaPost

    By Tyler Loechner

    STRATA, a media buying and selling software firm, on Tuesday announced a partnership with iSocket, a “programmatic direct” tech provider. The partnership will give STRATA’s agency partners access to programmatic direct inventory via iSocket, which includes inventory from Condé Nast, Forbes, Reuters and others. >Read More

  • November 4

    STRATA Partners with Programmatic Direct Platform Rubicon Project

    Strategic Partnership Adds Efficiency and Effectiveness to Media Buying Processas (*iSocket was acquired by Rubicon Project, November 17, 2014)

    November 4, 2014 (CHICAGO) – Advertising agencies will soon be able to purchase premium, guaranteed inventory programmatically through a new partnership between leading media buying and selling software provider, STRATA, and the automated guaranteed platform, iSocket. The partnership will allow STRATA’s 1000+ media buying agencies to purchase premium direct inventory through iSocket efficiently and allow for a faster and more accurate ordering process from beginning to end, starting with the Request for Proposal (RFP). >Read More

  • November 3

    Ad Haters: The Backlash Against Google And Facebook

    Originally Appearing in Information Week

    By Thomas Claburn

    Social network Ello is capitalizing on discontent with online advertising.

    Social network Ello says it’s receiving 40,000 requests per hour to sign up. What could attract such interest? Ello advertises itself as a website without advertisements.

    Ello’s rise can be attributed to various factors—Facebook fatigue, luck, appealing design, or effective evangelism. But its core value proposition, the absence of ads, clearly resonates with those expressing interest in the social network. >Read More

  • November 3

    TV space for campaign ads hard to find this late

    Appearing in Bloomberg Businessweek

    By Holly Ramer And Philip Elliott

    MANCHESTER, N.H. (AP) — A Democratic super PAC wanted to run a 30-second ad during a Friday evening newscast on New Hampshire’s one network station — and was even willing to shell out the $10,000 that the station demanded.

    Hours before the spot was set to run, however, WMUR-TV had to revise its contract with Senate Majority PAC and credit the group’s account. The reason: “Oversold inventory.” 


    >Read More

October 2014

September 2014

  • September 26

    Strata Finds Ad Agencies Expect Business To Grow This Quarter

    Originally in All Access Music Group

    In a blog on the company website, STRATA Pres. JOY BAER writes, “Ad agencies responded very positively when asked about the health of their businesses in the most recent STRATA Agency Survey. The second quarter survey found that 62% of agencies see their business increasing this quarter compared to the same time last year, which is tied for the highest level in the history of the survey and represents a 37% increase over the end of 2014. The survey also saw the third lowest level of agencies that say their businesses were shrinking in 23 quarters.” >Read More

  • September 23

    RESPONSE MAGAZINE: News Corner - September 17, 2014

    Originaly in Response Magazine

    A recent survey of media buying agencies by STRATA finds that 45 percent of those polled are more interested in digital/online video than they were a year ago, while streaming/online radio saw a 53-percent increase. Overall, 67 percent of agencies say that their clients’ primary focus for campaigns is video advertising (including traditional TV, cable, and network, as well as digital video). >Read More

  • September 23

    New STRATA Survey Finds: Online Video Ad Growth Is Strong—Even as Agencies Question the Value

    Originally in Bulldog Reporter

    Ad Agencies’ Interest In Digital Video Jumps 45% From A Year Ago, New STRATA Survey Finds: Online Video Ad Growth Is Strong—Even as Agencies Question the Value

    A recent survey of media buying agencies found that 45% of those polled are more interested in digital/online video than they were a year ago, while streaming/online radio saw a 53% increase. Overall, video dominates as 67% of agencies said that their clients’ primary focus for campaigns is video advertising (which includes traditional TV, cable, and network, as well as digital video). The second quarter survey of agencies was conducted by media buying and selling softwarefirm STRATA.

     

     

     

     

     

     

      >Read More

  • September 18

    TV Leads, Programmatic Grows For Political

    Originally in TV News Check

    With the midterm elections on the horizon, political marketers are preparing to make use of programmatic buying to reach their audiences. A new STRATA political survey says that 85% of political agencies plan to use programmatic for their political media-buying efforts this year. The company says the agencies polled represent roughly 75% of total political advertising billings.

    >Read More

  • September 18

    STRATA Data Finds Political Advertisers Are Planning To Use Radio

    Originally in All Access Music Group

    Programmatic buying is dominating political ad spending this year as 85% of agencies plan to use programmatic for their media buying efforts. That is a key finding of a recent STRATA political survey of leading advertising agencies representing approximately 75% of total political advertising billings.

    >Read More

  • September 18

    Midterm Elections And Political Advertising

    Originally in The Street

    With Congressional elections just over a month away, real-time advertising is hitting the campaign trail. A survey released today by STRATA, a media buying and selling software company that processes $50 billion in ad buys annually, took the temperature of political ad agencies that account for 75% of total political advertising billings, and found that political ad agencies are using multiple new tools to ensure their clients’ messages get out to potential voters as fast as possible.

    >Read More

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