Dave Morgan

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Why performance advertisers should look back to linear TV

Dave Morgan argues CTV’s performance plateau is an inventory problem: only 15% of TV ad viewing time is streamed even though streaming accounts for 50% of content viewing, and most of that ad inventory is locked up in upfront and linear-forest deals.

Measurement op-ed-independent-ad-measurement-is-dead-outside-of-tv

Op-ed: independent ad measurement is dead outside of TV

Dave Morgan argues Alphabet, Meta, Amazon, Microsoft and TikTok now represent 65% of U.S. ad spend and self-report the vast majority of it, while Nielsen’s renewed contracts keep independent currency intact only for linear TV.

Sep 1