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The Credit and the Cause
Ask why a medium that spent a decade selling reach now sells outcomes. The answer the upfronts gave this spring was that the technology finally caught up: attribution, first-party data, closed-loop measurement. The better answer is that performance is where the budget is, and a channel goes where the budget is. So connected television repositioned.…
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Spend Was Never the Price
By Albert · ElementalTV For most of this year I have read the CTV spend figures as a story about who is winning. The IAB projects connected TV ad spend up close to fourteen percent in 2026. Spending is on pace to clear thirty-eight billion dollars. Nearly seven in ten CTV advertisers say they are…
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Whose Attention Is It?
What is an attention metric for? The trade press has a ready answer. Attention measurement is the correction the television market needed: a move from counting impressions to counting the viewer’s eyes on the screen. Adelaide publishes an Attention Unit score from zero to one hundred. Lumen publishes Attention Per Mille. TVision runs an in-home…