DJ Martin

DJ Martin founded Rareview Advisory Group to help investors, agency leaders and brands take complexity out of marketing, media and technology, and put value back in.

He came to commercial strategy through engineering. A computer science degree first, then two decades across procurement, agency networks, media investment and ad-tech platforms. It is an unusual route, and it is the reason he tends to approach a commercial problem the way you would approach a system: find where the process actually breaks, name the owner, design the control that stops it breaking again. Most of what Rareview produces — process narratives, decision registers, control frameworks — comes out of that habit.

Principal media is where the background concentrates. Standing up a principal entity is not really a media problem; it is an operating-model problem with media attached — entity separation, revenue recognition, credit exposure, contract symmetry, client consent. DJ has built these businesses inside two of the largest holding companies in the industry, which means the advice comes from having run one rather than from having studied one.

Beyond principal media, Rareview works with investors, founders, agency executives and brand leaders on commercial model design, procurement and ecosystem strategy, commercial audits and governance, operational alignment, and interim commercial leadership — the same discipline applied to whichever part of the value chain is underperforming. The firm works with scaling businesses and multinationals alike, and structures retainer-plus-equity partnerships where aligning incentives that way serves the work better.