Tag: incrementality

Amazon's Full-Funnel Campaigns put Prime Video in competition with sponsored products for AI-managed ad budgets, strengthening Amazon's control over spending and attribution. Independent CTV sellers can compete by proving incremental sales across retailers and buying platforms, protecting their pricing power…

iSpot estimates automakers' national linear TV spending fell 14.8% to $1.1 billion through August 2026, while regional campaigns captured nearly 40% of linear budgets. The shift toward streaming and local targeting weakens networks' pricing leverage and puts pressure on streaming…

OpenAI's ChatGPT Ads reached a $1 billion annualized revenue run rate in under 200 days, with more than 100,000 advertisers and availability across 89 markets. Its growing performance advertising business puts new pressure on streaming companies to compete for ad…

Skip argues media quality is becoming more important as identity signals weaken, giving advertisers another way to value impressions based on attention, placement, clutter, frequency, audibility, fraud, and the surrounding viewing environment. Media quality can help buyers distinguish valuable inventory…

Skip argues that automation makes advertising faster and easier to operate, but it can also scale weak strategy, bad inputs, and mediocre creative. Marketers still need to control the objectives, guardrails, measurement, and accountability behind automated systems, especially in CTV,…