Insights · Page 4
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 fitMost brands measure CTV with one broken instrument: last-click. A navigator never trusts one bearing. Triangulate instead — IP matching for what happened, incrementality for what caused it,…
For 10 years, CTV was a top-of-funnel awareness play. The 2026 IAB NewFronts made it official: that era is over. Innovid's data shows CTV delivered 38% of impressions…
A fund manager up 18% in a year the S&P returned 17% did not have a good year. He had one percent of skill and seventeen percent of…
More impressions without management isn't advertising. It's a brand tax.
Why CPS is CTV's real KPI. Stop blaming the car salesman when the loan officer denies the deal.
CTV is two markets in a trench coat. The two-bucket rule for budgeting FAST and Premium.
Learn how to measure CTV campaigns with the right metrics at the right time.
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.…
Connected TV captures 47.5% of US TV viewing and 8% of ad spend. That gap is the entire opportunity. A Blue Ocean Strategy take on why the advertisers…
A LinkedIn critic has built a personal brand telling advertisers Connected TV is mostly fraud and ROAS is fiction. The data tells a different story. CEO Cory Poccia…
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,…
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
