Skip explains why ad tech keeps selling simplicity while profiting from complexity, especially in CTV where buyers face fragmented supply chains, inconsistent measurement, duplicated reach, and too many dashboards. He makes the case that complexity protects vendor margins and dilutes…
Skip explains why marketing still treats attribution like fact even though consumer behavior is increasingly hard to measure. Attribution still helps reduce uncertainty, but too many companies use it as proof of causality, which pushes budgets toward channels that are…
Skip sounds off on how last-click attribution pushed streaming companies to overvalue performance marketing and underinvest in brand. Brand marketing creates demand, while performance marketing harvests it, and streaming services have trained consumers to chase discounts, bundles, trials, and promos…
Skip examines why the advertising industry continues selling precision targeting despite growing signal loss and attribution challenges across digital media. The column argues that streaming and CTV are pushing advertisers toward probabilistic measurement, contextual relevance, and broader business outcomes instead…
Skip explains that streaming services prioritize episodic content because it drives longer engagement, more ad inventory, and stronger retention than films. Shows extend viewing sessions, create repeat entry points, and generate multiple monetization cycles, while movies typically deliver a single,…
Skip breaks down how CTV operating systems now control discovery, monetization, and viewer decision-making, pushing streaming services into a fulfillment role within OS ecosystems. As home screens become the primary interface, services are optimizing for placement and visibility instead of…
Ask Skip breaks down why companies communicate strategy to the market before employees during major moves like layoffs or restructurings. That delay creates a gap where trust erodes, rumors spread, and teams slow down because they don’t have enough context…
Skip frames OpenAI’s shutdown of Sora and acquisition of TBPN as a shift toward owning narrative and distribution, not just building better products. As AI models converge and differentiation tightens, controlling the conversation can shape perception but doesn’t solve what…
Skip calls out cable news for chasing podcast-style formats, but something about the shift isn’t landing. Networks are reworking how their shows look and feel as they try to keep up with changing audience behavior. The bigger issue behind why…
Skip explains why Hollywood keeps prioritizing remakes and reboots, as audience behavior consistently favors familiar catalog content over new originals. Studios follow engagement data and reduce risk by investing in known IP, which brings built-in awareness and marketing advantages. The…
