The Programmatic Supply Chain Is a Mess — Here’s How to Clean Yours Up
Performance Media, Media Buying, Paid Media, AdTech, Programmatic TV, Streaming Media, Programmatic Advertising, Programmatic Display Tom Sullivan Performance Media, Media Buying, Paid Media, AdTech, Programmatic TV, Streaming Media, Programmatic Advertising, Programmatic Display Tom Sullivan

The Programmatic Supply Chain Is a Mess — Here’s How to Clean Yours Up

The programmatic supply chain has become bloated, opaque, and costly—yet most brands don’t realize how much waste sits between their media dollars and actual human attention. This guide breaks down why the supply chain is such a mess, where the inefficiencies hide, and the practical steps modern marketers can take to rebuild a cleaner, leaner, more transparent path to conversions.

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Creative Formats for Streaming: What Works (and What Doesn’t) on the Big Screen
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

Creative Formats for Streaming: What Works (and What Doesn’t) on the Big Screen

CTV is no longer “digital video on a bigger screen.” It has become its own creative environment—part television, part digital, part immersive experience—where traditional ad rules don’t always apply, and social-first creative often falls flat. As audiences migrate to streaming platforms and advertisers shift their budgets accordingly, the creative itself becomes a central determinant of performance. This guide breaks down the creative formats, structures, and principles that succeed on Connected TV, along with the pitfalls that undermine impact and efficiency.

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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.

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