Targeting Households, Not Eyeballs: How CTV Changes Audience Strategy
CTV Advertising, Connnected TV Advertising, Performance Media, Media Buying, Paid Media, Video Advertising, AdTech, Content Strategy, Audience Targeting, Programmatic TV, Streaming Media, Performance Marketing Tom Sullivan CTV Advertising, Connnected TV Advertising, Performance Media, Media Buying, Paid Media, Video Advertising, AdTech, Content Strategy, Audience Targeting, Programmatic TV, Streaming Media, Performance Marketing Tom Sullivan

Targeting Households, Not Eyeballs: How CTV Changes Audience Strategy

Targeting Households, Not Eyeballs: How CTV Changes Audience Strategy explores the shift from mass reach to smarter, more strategic audience targeting through Connected TV. As streaming becomes the dominant form of home entertainment, advertisers must evolve from broad demographic targeting to nuanced, household-level engagement. This blog examines how CTV's data-driven capabilities unlock precision, personalization, and performance measurement in ways traditional TV never could.

Read More
DSP Showdown: Choosing the Right Programmatic Platform for Your Brand Goals
Programmatic Advertising, Digital Media Strategy, Media Buying, Ad Platforms, DSPs, Demand-Side Platforms, Marketing Technology, Omnichannel Advertising, Digital Campaign Planning, Performance Marketing, Data-Driven Advertising Tom Sullivan Programmatic Advertising, Digital Media Strategy, Media Buying, Ad Platforms, DSPs, Demand-Side Platforms, Marketing Technology, Omnichannel Advertising, Digital Campaign Planning, Performance Marketing, Data-Driven Advertising Tom Sullivan

DSP Showdown: Choosing the Right Programmatic Platform for Your Brand Goals

Not all DSPs are created equal—and neither are your brand goals. Whether you're focused on awareness, performance, omnichannel reach, or data ownership, the right demand-side platform can make or break your programmatic success. In this comprehensive guide, we break down the top DSPs, what sets them apart, and how to match platform capabilities with your strategic marketing objectives.

Read More
How TikTok’s Creative-First Algorithm Is Forcing Brands to Rethink Performance
Paid Social Strategy, TikTok Advertising, Creative Optimization, Performance Marketing, UGC, Influencer Marketing, Social Strategy, Social Media, Media Buying, Growth Marketing Tom Sullivan Paid Social Strategy, TikTok Advertising, Creative Optimization, Performance Marketing, UGC, Influencer Marketing, Social Strategy, Social Media, Media Buying, Growth Marketing Tom Sullivan

How TikTok’s Creative-First Algorithm Is Forcing Brands to Rethink Performance

TikTok’s creative-first algorithm isn’t just changing how users engage—it’s revolutionizing how brands approach paid social performance. In this deep dive, we explore why traditional ad strategies fall flat on TikTok, how algorithmic signals prioritize creativity over targeting, and what growth-driven brands need to do now to stay competitive in the era of entertainment-first commerce.

Read More