Black Friday Is 7 Weeks Away. The Smart TV Money Is Already on Air.
A survey of 41 direct-to-consumer brands says most are raising their Black Friday TV budgets, and more than half will be on air before mid-November. Here's what they're…
Insights · Page 2
Insights, Data & More Caffeine
CS & Co.'s notes on CTV strategy, measurement and media: attribution, incrementality, live sports, FAST vs premium inventory, and what AI is changing, written mostly by founder Cory Poccia for marketers who have to defend their CTV spend.
New to CTV? Start with CTV Advertising 101, the plain-English guide. Then the measurement basics: why CFOs distrust CTV measurement, the CTV metrics ladder, what incrementality really measures and CTV vs Meta. Or see it in practice: the health & wellness case study.
Find out if CTV is a fitAll articles
Comcast Says TV + Streaming Doubles Your Return. Here’s the Part That Matters for CTV.
Comcast Advertising's new Multiscreen Performance Report says campaigns that pair TV with streaming deliver 2X the incremental return and 2.4X the website visits of single-tactic buys. The headline…
Good FAST, Bad FAST: The Two-Bucket Rule, Part 2
Part 1 said CTV is two buckets: FAST for reach, Premium for attention. Part 2 is the practical stuff: how the split moves with your goal, what a…
Two Giants, One Remote: What the Skydance Merger Means for Your CTV Ads
Paramount and Warner Bros. Discovery become one company on Tuesday. HBO Max and Paramount+ are headed for one service with about 200 million subscribers, plus CBS and TNT…
Let the Networks Fight Over Ratings. Your Sales Keep Score.
The TV industry is in another public fight over who gets to count viewers. That fight is about pricing network ad time. A brand buying performance CTV has…
Apple Has a List. Your Measurement Might Be On It.
Apple quietly blocked The Trade Desk, LiveRamp, ID5 and others on Safari with iOS 27. Now it has a private list of hundreds more it can switch on…
I Use AI for Everything. It Still Isn’t Replacing Anyone.
55% of HR leaders say their AI layoffs weren't worth it. Cory Poccia on why AI is a tool, not a replacement, and what the companies getting it…
It All Started at a Coffee Shop in Lynbrook
Everybody asks what the CS stands for. The honest answer is Caffeinated Strategies — and it goes back to a coffee shop on Broadway in Lynbrook, 1999.
Every Paid Media Channel, Ranked: Where the Water's Still Blue — and Where You're Bidding Against Everyone
Every paid media channel, ranked going into Q4 — which oceans are red, which are turning, and where the water's still blue. The headline: the channel with the…
The People Who Built AI Just Changed Their Tune on Jobs. I Never Had To.
Ford, Klarna, Commonwealth Bank and IBM cut people for AI, then hired them back. Cory Poccia on the AI boomerang and why AI is a tool, not a…
The Red Ocean Is Bleeding: Why Supplement Brands Drowning in Meta Are Losing to the Ones Who Moved to CTV
Supplement brands are drowning in Meta's red ocean — worst-in-class CPM inflation, the sharpest cost-per-customer climb, the steepest ROAS decline. CTV is the blue ocean: higher incremental return,…
Gary Vee Just Described the Biggest Mistake Brands Make With CTV — Without Ever Mentioning It
Gary Vee gets 50 emails a day from people ready to quit after four months. Every CTV operator gets that email after four weeks. The early quiet isn't…
One way to start
Is CTV right for your business?
If CTV is right for your business, we'll show you the math. If it's not, we'll tell you that too — before you spend a dollar.
Find out if CTV is a fit