Digital Marketing
Addressable Reach: The Metric Behind Every Media Plan Gap
Addressable reach shows how much of your target audience you can actually identify and serve. Here's how the number is built, and why it usually overstates reality.
CTV.
Digital Marketing
Whip-Around TV: The Ad Format Built on Zero Ad Breaks
NFL RedZone-style whip-around channels kept viewers glued for seven ad-free hours. Now they sell spots. Here is what marketers should take from the shift.
Digital Marketing
YouTube’s New Co-Viewed Metric Inflates Creator Reach Numbers
YouTube Analytics now estimates how many people watch on one TV. It's private, modelled and unaudited - and it's heading straight into your creator briefs.
Digital Marketing
CTV Advertising in 2026: The Money, Math and Measurement Gap
CTV ad spend hits $38bn in 2026 as streaming beats broadcast. Here's how connected TV buying actually works, and where the measurement cracks are.
Digital Marketing
Marketers Fear AI Ad Backlash That Viewers Don’t Feel
FreeWheel found 48% of TV ad buyers assume viewers hate AI creative. Only 10% of viewers actually do. Here's what that 38-point gap means for your testing.
