After pioneering digital publishing and shaping how billions consume content, Geller is now setting his sights on fixing the broken marketing industry

Building on more than two decades spent shaping the evolution of media, commerce, and the way consumers approach technology, BGR founder Jonathan Geller is now redefining how businesses grow in the next chapter of the digital era. Lower Cross has spent years quietly partnering with leading brands, and Geller is now ready to announce the full-scale launch of his firm.

The global digital advertising market is projected to exceed $1 trillion by 2029, yet as much as 30-40% of that spend is wasted or misattributed due to the deceptive practices of most traditional marketing agencies with inexperienced staff. According to industry analyses from PwC and eMarketer, over $250 billion in annual ad spend is lost to inefficiency, redundancy, or fraud.

Lower Cross operates at the intersection of capital, creativity, and performance, partnering with businesses to power the next stage of their growth. To date, clients have saved an average of 26% of their digital marketing and paid media spend in the first three months of engagement. For example, Lower Cross saved a leading portfolio company $3M per year in wasted digital ad spend, and nearly doubled retention revenue within four months for an iconic apparel brand.

Geller also once again teams up with Zach Epstein, current COO of Lower Cross, named by Forbes as a Top 10 Power Influencer, who has also advised some of the biggest tech brands in the world on marketing strategy and execution, PR, and new product launches.

In addition, Lower Cross has developed a proprietary marketing intelligence platform that unifies data, performance, and creative strategy across every channel. Built to surface the underlying fundamentals behind efficiency and scale, it integrates live campaign data with AI-driven analysis to expose wasted spend, measure incremental return across platforms, and calculate a dynamic scalability score that reveals growth opportunities traditional agencies are too unsophisticated to see.

“Marketing agencies have always been rewarded for spending more, not earning more,” said Jonathan Geller, founder and CEO of Lower Cross. “They stack teams with inexperienced staff, chase the latest buzzwords and hype cycles, oversell their ability, and then hide behind vanity metrics. That ends now.”

Lower Cross was built to change that dynamic entirely. The percent-of-ad-spend model will always be misaligned with a client’s best interests, so we participate in the upside of the results we drive. Every decision we make is tied to measurable business outcomes to help great companies grow profitably and sustainably. That’s what a real partnership should be.”

Geller is best known for launching BGR (Boy Genius Report) in 2006 and building it into a global media powerhouse. BGR was one of the largest news destinations on the internet, and it reshaped the modern media landscape. He also helped pioneer the editorialization of commerce content, creating an entirely new category that has since redefined digital publishing across every major vertical.

Now, as founder of Lower Cross, Geller brings that same clarity, operating intensity, and future-focused mindset to digital strategy and growth, helping ambitious brands unlock efficiency, scale across channels, and build enterprise value.

View source version on businesswire.com: https://www.businesswire.com/news/home/20251029379128/en/

Boy Genius Report (BGR) Founder Jonathan Geller Launches Lower Cross, A Growth Firm Leading World-Class Brands Into The New Digital Era