On TV & Video Archives | AdExchanger

CTV Is Not A One-To-One Channel, So Stop Buying It Like One

AdExchanger Guest Columnist — Wed, 09 Jul 2025 04:35:51 +0000

The advertising industry continues to buy connected TV the wrong way. We have carried over one-to-one programmatic logic from display and online video into a channel that behaves nothing like them. CTV is not a personal screen; it is a household screen. Treating it like a digital channel has led to inefficiency, waste and false […]

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Linear TV Is About To Go The Way Of Radio. That’s A Good Thing

AdExchanger Guest Columnist — Mon, 09 Jun 2025 04:35:38 +0000

Ad agency holding companies are ruthless at prioritization. These massive organizations command so much of the world’s advertising budgets that they need to put resources behind the biggest markets while simultaneously seeking cost reductions in other areas. All of this is in service to the bottom line. Now cost reduction is coming for one of […]

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NBA’s Local Ratings Slump: A Symptom Of The Shift From Cable To Streaming

AdExchanger Guest Columnist — Tue, 27 May 2025 04:35:38 +0000

The 2024-25 NBA season has been one for the ages. The Eastern Conference saw the rise of the Cleveland Cavaliers to the No. 1 seed and the Detroit Pistons winning 30 games more than last season. Out West, we saw a bombshell trade (Luka to the Lakers … really?) and an exciting playoff race that […]

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Google’s “Other” Problem: The Hidden Costs Of Ad Opacity

AdExchanger Guest Columnist — Thu, 24 Apr 2025 04:35:36 +0000

“Other” is the natural enemy of any marketer pursuing a unified standard of transparency across premium video advertising. On every major video platform, the media seller knows the full details of an ad buy. When they choose to label any significant portion of that activity as “other,” it’s a deliberate decision to withhold information for […]

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Closing The CTV Outcome Data Gap: Unlocking Smarter Optimization Strategies

AdExchanger Guest Columnist — Mon, 07 Apr 2025 04:35:37 +0000

Cintia Gabilan will be speaking at Programmatic I/O in Las Vegas from May 19-21. Click here to register. The connected TV (CTV) advertising industry has made great strides in targeting, automation and measurement, but it still lags behind social platforms in one critical area: optimizing campaigns based on outcome data. Unlike the large social platforms, […]

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Outcomes-Based Performance Is The New Media Currency

AdExchanger Guest Columnist — Wed, 22 Jan 2025 05:35:53 +0000

The digital advertising industry loves a good metric. First came CPMs and click-through rates, then viewability scores, each promising to be the silver bullet that would finally make sense of our advertising spend. Yet here we are, still throwing billions into a black hole of nebulous metrics while CFOs demand more accountability. Agencies are getting […]

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CPMs Are The Wrong Metrics To Prioritize In CTV Advertising

AdExchanger Guest Columnist — Mon, 11 Nov 2024 14:10:15 +0000

As many medium-size and direct-to-consumer (DTC) brands have discovered, performance advertising on platforms like Meta and Google can be instrumental in driving growth. These self-service platforms offer straightforward attribution and performance optimization tools that make it easier for businesses to manage their advertising campaigns. However, as these businesses grow more ambitious, many seek to incorporate […]

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Brands Can Avoid Election Misinformation On YouTube – But Blocking News Isn’t The Answer

AdExchanger Guest Columnist — Thu, 31 Oct 2024 16:50:57 +0000

Last month, the New York Times published a story revealing that many big brands found themselves advertising on YouTube channels that support racist falsehoods. The falsehoods in question related to stories about Haitian migrants in Ohio “eating ducks on the side of the road” or abducting and eating pets. That these falsehoods once dominated election coverage […]

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Pulling A FAST One: 25% Of CTV Ad Inventory Can Only Be Bought Via Linear TV

AdExchanger Guest Columnist — Mon, 21 Oct 2024 04:45:42 +0000

Streaming TV continues to get all of the attention from advertisers. Much of this excitement is coming at the expense of linear, which still commands close to half of all TV viewing. Amid the rush to buy up streaming inventory, many advertisers are missing some key points of differentiation about what’s labeled as streaming and […]

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CTV Ad Targeting Sucks Because We Let It

AdExchanger Guest Columnist — Thu, 10 Oct 2024 04:35:27 +0000

CTV advertising sucks. Not the ads themselves. It’s the experience of being advertised to that sucks. Although I was boosted and masked throughout recent travel, I somehow picked up the newest virulent strain of Covid-19. The downtime led to a two-day binge-watch of a top-rated streaming show. Did I love the series? Yes! Did I […]

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