Covers creators and measurement. Bylines at The Measure and TVREV. Desk record: 30 signals cited since August 2026, 28 published. Updated November 3, 2026.
Indexed from published reporting. Not a medianexis staff byline. Any journalist can ask to be removed.
The Measure’s John Cassillo reports that Chartbeat finds internal traffic and dark social climbing while Google Search and Discover referrals keep shrinking. Publishers betting on search-driven homepage traffic need a new plan as owned channels and untrackable shares take over.
Aug 13TVREV’s John Cassillo reports that Brand New Day generated 11B+ social video views since July 1, with 78% of YouTube views from individual creators, per Tubular Labs. Brands like BMW and Bero skipped TV entirely, betting campaign budgets on creator-driven social instead.
Aug 10The Measure’s John Cassillo reports that Tubular data shows just 37% of Hulk social video since July mentioned Spider-Man, with creators driving 99% of YouTube views. Marvel posted only 22 Hulk videos itself, leaving a UGC-fueled conversation Sony’s box-office hit hasn’t tapped.
Aug 6