Insights · Page 3
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 fitSupplement 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 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…
In-match World Cup CPMs are hitting $120. Live sports CTV ads run 66% better than cable. So do you get in? The good, the bad, and the ugly…
Comscore found streaming's share of ad time RISES through the holidays while cable's falls. So why do advertisers still go dark on the Fourth of July? The empty-house…
Dana White just explained the future of advertising better than any analyst alive. Cable is dying, streaming is re-bundling into a handful of global channels — and every…
The full Cannes Lions 2026 recap: the Grand Prix winners, the dominant themes, the AI moment that split the room, and the quiet place streaming finally showed up…
Prime Day is the largest demand-capture event in retail — a cash register the size of a stadium. But the register doesn't decide whose product the crowd reaches…
The CFO isn't the obstacle. The measurement is. Last-click under-credits the channel that creates demand and over-credits the one that collects it. Here's how to evaluate CTV with…
The Knicks ended a 53-year drought and the UFC took the White House lawn and millions watched live. Live sports is the last campfire in media. Here's why…
CTV right now is a full bowl and calm water. The brands learning it today will have mastered it by the time everyone floods in. The blue ocean…
You cannot click a television. So when a CTV viewer searches your name or types your URL, that's not a competing channel — it's the only door open.…
One way to start
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
