Dave Morgan

Articles by Dave All articles by Dave

• Is It Smart To Turn All Sports Fans Into Sports Bettors? in Media Insider on 10/30/2025
  

  Is growing gambling's share of after-tax dollars of Americans a good thing for them, their families or our society?

• Do You Trust Today's Arbitraging Ad-Tech Industry To Be Your Agentic AI? in Media Insider on 10/23/2025
  

  If your agent knows more about what it is doing, and not doing, than you do, you will be at risk.

• Reading Matters in Media Insider on 10/16/2025
  

  Fifty-two percent of Americans hadn't read a book in a year -- a stat perhaps pointing toward a scary future in a post-literate society.

• CTV Ad Buying: How Can You Be Sure You're Getting What You Think You're Getting? in Media Insider on 10/09/2025
  

  Among the issues: Verification of ad delivery is a misnomer, and fraud is prevalent.

• Let's Drop 'Trading' From Our Industry Lexicon in Media Insider on 10/01/2025
  

  Folks should stop trying to shoehorn financial market methodologies into advertising products and services.

• Being A Data Junkie Doesn't Make You An Empiricist in Media Insider on 09/25/2025
  

  Empiricism is about making decisions based on observations and experience, not just theory or pure logic.

• Building Great Teams (Without Headhunters) in Media Insider on 09/18/2025
  

  Sell your vision. Great talent works first for the problems they get to solve, then for the people they get to work with -- then finally, for compensation.

• Tom Deierlein's 19th 'Alive Day' in Media Insider on 09/11/2025
  

  The world is so lucky that September 9 is Tom's "Alive Day," the day that the sniper's wish in Iraq was overcome by Tom's courage and strength, and so many in the world are better for Tom and what he has done since.

• Google Dodges Antitrust Bullet in Media Insider on 09/04/2025
  

  There is no breakup of Google's businesses, not even into separate subsidiaries.

• How Will 'Your' AI Agents Make Money? in Media Insider on 08/28/2025
  

  Just like web and app services have been making their money over the past decade or two: Selling you, the user, as the product.

Comments by Dave All comments by Dave

• Is It Smart To Turn All Sports Fans Into Sports Bettors? by Dave Morgan (Media Insider on 10/30/2025)
  

  Ed, given the broader adoption and the prop betting on individual, atomistic events in games, I suspect that this is for sure only the tip of the iceberg.

• Is It Smart To Turn All Sports Fans Into Sports Bettors? by Dave Morgan (Media Insider on 10/30/2025)
  

  Robert, thanks so much for your comments. I think that you nailed some of the key issues, moving gambling from margin to mainstream, and the celebration of the payout, not the play. I truly hope that we can find ways to dial the sports gambling back, as hard as it might be to accomplish.

• Wieser Is Right: CTV Is Tiny Fraction Of Ads Viewed On TV by Dave Morgan (Media Insider on 08/07/2025)
  

  Curtis, there is no question that TV viewing among younger demos is much, much lower than it used to be. Unfortunately for marketers, they haven't transitioned efficiently to ad-supported streaming services at anything like the scale that they were available on national TV before. Their viewing is very fragmented and linear TV is still one of the more efficient media to reach them, particularly in local broadcast, where news, sports and diginets (extra digital channels tied to local station licenses) audiences have held up much better than their national counterparts over the past five years.

• Why TV Pharma Ads Are Proliferating by Dave Morgan (Media Insider on 07/24/2025)
  

  John, totally with you. The creatives are terrible. Almost entirely because of regulatory issues. But, incredibly, they work. More AI and a more flexible regulartory structure can only make it better.

• Let's Drop 'Trading' From Our Industry Lexicon by Dave Morgan (Media Insider on 06/12/2025)
  

  Ed, I agree with the challenges, but the real client are the shareholders and that is where the message needs to be taken. Fortunately, the developement and deployument of better attribution technologies and analytics will make it easier for Wall Street analysts to track how well (or not) companies are dong with their ad spend.

• I Care About Ukraine Because I Care About America by Dave Morgan (Media Insider on 06/05/2025)
  

  Thanks Ben. Totally agree. Therre is plenty of Russian money in western banks that can help Ukraine win the war and being the rebuilding process.

• I Care About Ukraine Because I Care About America by Dave Morgan (Media Insider on 06/05/2025)
  

  Thanks Joe!

• Wieser Is Right: CTV Is Tiny Fraction Of Ads Viewed On TV by Dave Morgan (Media Insider on 05/22/2025)
  

  Brian, direct viewing data shows that the vast, vast majority of streaming viewing is on ad free or ad-light. The bar that Nielsen used is that there was vieweing on an ad supported tier, and looking at the data direclty you see very little ad-heavy streaming viewing. Nielsen's Gauge supports that .... you can look at the brands that doiinate viewing and apply their ad loads.

• Wieser Is Right: CTV Is Tiny Fraction Of Ads Viewed On TV by Dave Morgan (Media Insider on 05/22/2025)
  

  Ed, When you look at second by second viewing data from tens of millions of smart TVs, you find that while households may watch some of ad-supporrted streaming services on a monthly basis, a large portion of them watch with ad avoidance in mind and see very, very few ads. While the theoritical reach of ad-supported streaming services is 28%, the effective reach that can be dlievered is much lower. Comscore, which also counts actual ad viewing pegs it as 14%. There is no data fram any direct source or panel out there that I have seen that shows it at 20%.

• Faux Attribution by Dave Morgan (Media Insider on 05/15/2025)
  

  Great point Bill. Calling it "performance" marketing reinforces a presumption that it performs!

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