Dave Morgan
Member since March 2008Contact Dave- CEO Simulmedia
- http://simulmedia.com/
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Articles by Dave All articles by Dave
- Willie Sutton Would Love The CTV Ad Business in
Media Insider on
02/06/2025
Yes, the famous bank robber who hit banks "because that's where the money is" would figure the money is now in CTV advertising.
- TV Spots On Pro Sports For Everyone? Local Marketing Services Discover CTV in
Media Insider on
01/30/2025
The "adult table" of television advertising is democratizing before our eyes, opened up to advertisers and agencies (and resellers) of all sizes.
- 6 Reasons I'm Bullish On Independent Agencies In 2025 And Beyond in
Media Insider on
01/23/2025
Among indies' benefits: a massive range and diversity of capabilities and scale; more focus on mission and less on Wall Street.
- Liberal Arts Matters Now -- More Than Ever -- In An AI Future in
Media Insider on
01/16/2025
I have never seen a scientist paint a vision of the future as clear, prescient and accessible as novelists like Jules Verne and Isaac Asimov have.
- Premium CTV Publishers Should Wall Their Gardens To Save Their Future in
Media Insider on
01/09/2025
Maximize ad control, kill the overfrequency problem, and keep premium CTV ad inventory in pristine pools only.
- Top 5 Predictions For 2025? in
Media Insider on
01/01/2025
Yes, this is another one of those annual prediction columns, breathlessly prognosticating what the new year will bring - or maybe it's not?
- Predicting The Future Will Matter More In CTV Ads Than Optimizing In Real Time in
Media Insider on
12/26/2024
While CTV advertising will be digitally (programmatically) planned, sold, measured and optimized, the real-time-bidded and optimized component will shrink, not grow.
- News Content Needs Your Ads in
Media Insider on
12/19/2024
Those of us involved in advertising need to recognize how many of our industry's practices serve to undermine the gathering and reporting of reliable news.
- When Did We Become A Rev-Share-First, Not Client-First, Industry? in
Media Insider on
12/12/2024
our words define the current world of digital advertising revenue-sharing: ubiquitous, promiscuous, obfuscating and debasing.
- Do You Know What Your CTV Ad Partners Include In The 'CTV' They Sell You? in
Media Insider on
12/05/2024
It might not surprise you that not everyone in our industry defines CTV the same way, and the gap between definitions is enormous.
Comments by Dave All comments by Dave
- Willie Sutton Would Love The CTV Ad Business
by
Dave Morgan
(Media Insider on
02/06/2025)
Great story Ed. For now, retaliation for speaking out on these issues tends to be getting shut out of spend ... hopefully, we won't see retaliation at the Arnold Shuster level!
- Willie Sutton Would Love The CTV Ad Business
by
Dave Morgan
(Media Insider on
02/06/2025)
Ed, the vast, vast majority of these deals are by agencies fir brand advertisers buying the cheapest stuff they can to dollar-average down their overall CTV ad buy CPMs. They are not looking for performance metrics.
- 6 Reasons I'm Bullish On Independent Agencies In 2025 And Beyond
by
Dave Morgan
(Media Insider on
01/23/2025)
Ed, you and I are on the same page here. I am not blaming the holdcos entirely for the poor state of their abilities to serve broad sets of clients today. They made pacts with large global marketers and focused heavily on cost efficiencies rather than advertising effectiveness and sales growth. But, that is the bed that they made and they are not able to compete with indepdents in the mid-market, which is where the industry growth is going forward.
- 6 Reasons I'm Bullish On Independent Agencies In 2025 And Beyond
by
Dave Morgan
(Media Insider on
01/23/2025)
Totally agree RJ!
- Liberal Arts Matters Now -- More Than Ever -- In An AI Future
by
Dave Morgan
(Media Insider on
01/16/2025)
I worry as well George, but great liberal arts folks will get beyond the innovations in communcations tools (ball point pen, typewriter, work processor, desktop pubishing, auto-correct) and will be able to identify the great porblems to solve and will solve them; not just cran out workds as quickly and cheaply as they can.
- Liberal Arts Matters Now -- More Than Ever -- In An AI Future
by
Dave Morgan
(Media Insider on
01/16/2025)
Thanks Phil!
- Premium CTV Publishers Should Wall Their Gardens To Save Their Future
by
Dave Morgan
(Media Insider on
01/09/2025)
Ed, we're 100% aligned here. Walled gardens don't mean that there is no verification. Actually, it is easier for verification companies to operate in more controlled environments, and they can do it simpler, cheaper, with more precision and less data loss.
- Premium CTV Publishers Should Wall Their Gardens To Save Their Future
by
Dave Morgan
(Media Insider on
01/09/2025)
Leonardo, exactly! No reados to feed money, control and valuable data to third party platforms.
- Top 5 Predictions For 2025?
by
Dave Morgan
(Media Insider on
01/01/2025)
Totally agree Marc. CTV has some real work to do to truly manage reach and frequency against specific audiences. If it doesn't, it will never be a reliable brand-bundling channel.
- Top 5 Predictions For 2025?
by
Dave Morgan
(Media Insider on
01/01/2025)
Thanks RJ, I share yours as well, and they’re much more important than mine!

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