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Dave Morgan

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Fox scales agentic ad platform to linear TV, not just streaming

Fox scales agentic ad platform to linear TV, not just streaming

MediaPost’s Dave Morgan reports that Fox Corporation is expanding its agentic transaction platform, Fox AdStudio, so agencies including WPP, Omnicom, Stagwell and Horizon can plan, negotiate, buy and optimize campaigns across both linear TV and streaming.

Streaming

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.

Sep 18
Measurement

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