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# Ritson: Meta is reselling marketers the TV playbook it once mocked
- URL: https://www.medianexis.com/ritson-meta-is-reselling-marketers-the-tv-playbook-it-once-mocked/
- Published: 2026-10-19T16:52:33.000Z
- Updated: 2026-10-19T16:52:33.000Z
- Description: The Drum’s Mark Ritson writes that Meta used its Brand Building Summit to unveil ad products built on classic reach-and-frequency brand-building principles, the same TV logic it spent years telling marketers to abandon.
- Author: The Signals Desk
- Tags: Agencies, Mark Ritson, Ritson: Meta is reselling marketers the TV playbook it once mocked

**Why it matters.** Marketers who bought into Meta’s performance-only pitch now have to reconcile that with a vendor charging them to relearn brand-building fundamentals.

*Signal from* [*thedrum.com*](https://thedrum.com/?ref=medianexis.com) *·* [*Mark Ritson*](https://www.medianexis.com/tag/by-mark-ritson/) *·* [*read the original*](https://www.thedrum.com/news/mark-ritson-meta-wants-to-sell-marketers-their-old-tv-plan-back?ref=medianexis.com)*.*