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MONDAY JOE™ SERIES 5/04/2026: The 2015 Academic Paper Every CTV Skeptic Should Read Before They Cancel Your Budget
CS & Co. Marketing StudioPublished on: 04/05/2026
Your CFO probably has not read Lewis and Rao 2015. They should. The most rigorous academic paper eve
General MarketingCTV News
MONDAY JOE™ SERIES 4/27/2026: A $2.5 Billion Political Tsunami Is About to Hit Your CTV Plan — Here's What Smart Brands Are Doing Now
CS & Co. Marketing StudioPublished on: 27/04/2026
A $2.5 billion surge in political ad spend is set to disrupt the CTV landscape in 2026—and it’s happening on the same platforms brands rely on every day. This post breaks down how an unprecedented influx of political dollars will drive up CPMs, strain inventory, and distort campaign performance during the critical September-to-November window.
General MarketingCTV News
Last Click Attribution Is the Comfort Food of Media Measurement
CS & Co. Marketing StudioPublished on: 21/04/2026
This article explores why last click attribution, while simple and widely used, often misrepresents true marketing performance. It breaks down how modern consumer journeys—especially in Connected TV—are fragmented, delayed, and cross-device, making the final click an unreliable source of truth. The piece highlights the hidden cost of overvaluing bottom-funnel channels and makes the case for measuring the full customer journey, not just the last step.
General MarketingCTV News
MONDAY JOE™ SERIES 4/20/2026: CTV is an Intrusion Into the Living Room — Unless You Earn the Right to Be There
CS & Co. Marketing StudioPublished on: 20/04/2026
CTV is the most powerful—and most intrusive—channel in modern advertising. This article explores why entering the living room demands a different strategy, how premium environments improve performance, and why brands must earn attention rather than interrupt it to win with CTV.
General MarketingCTV News
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