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Dave Morgan

Member since March 2008Contact Dave

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  • What Would Ad Industry Do If It Heard 22% Of Nielsen's TV Panel Were Bots? by Dave Morgan (Media Insider on 10/17/2019)

    That would be great John. I'd like that very much.

  • What Would Ad Industry Do If It Heard 22% Of Nielsen's TV Panel Were Bots? by Dave Morgan (Media Insider on 10/17/2019)

    Thank you John, Ed and Jack for providing much-needed context - and a big dose of reality - for folks who argue against panels and sampling and don't recognize how powerful those techniques are - particularly when so much of digital relies on directly measuared data from "requests" from non-normlized software clients on the open Internet, where proxies and bots operate freely, with only limited capacity to know that those "requests" come from real people.

  • What Would Ad Industry Do If It Heard 22% Of Nielsen's TV Panel Were Bots? by Dave Morgan (Media Insider on 10/17/2019)

    Garbiel, I disagree. While Nielsen might not be ad accurate at the person/imprssion level as wek all would like (leaves lots and lots to be desired), it is a balanced panel, all viewing and channel changes, etc. is directly monitored and it is carefully monitored to insure that there are no attempts to create false viewing.As Jack pointed out above, a big issue with ads on OTT & CTV today is lack of concern and vigilance. Many of the ad deliveries can't be verified, and it's very hard, as you know, to verify that some/many of them aren't deliverd to proxy servers. That can't happen on linear TV. I don't harken for the time of yesteryear - OTT is a big part of the future. I just want us all to care, to be vigilant, and to push the tech and practices harder and harder to stamp out all fruad.

  • What Would Ad Industry Do If It Heard 22% Of Nielsen's TV Panel Were Bots? by Dave Morgan (Media Insider on 10/17/2019)

    Henry, aplogies for the confusion. The 22% fraud is or non-existant audience. The promised audience "delivery" includes a substantial portion of views of the ads by robots who are not people.

  • Paradox: Streaming Wars Will Be Great For TV Advertisers by Dave Morgan (Media Insider on 10/10/2019)

    Howard, very good point, but I'm with Ed and Jack on this. Yes, linear TV will be impacted, but it's scale is still so massive that it's "must buy" status will still hold, thus classic supply and demand forces will cointue to apply.

  • Scale Matters As Advanced TV Advertising Matures by Dave Morgan (Media Insider on 09/26/2019)

    I agree Ed. This only matters if the "advanced" actually adds real value and drives real benefits. All to often solutions with fancy dashbords are pitched to "change the world" and turn out to be nothing more than Mechanical Turks with a massive upcharge and deliver no better outcomes. A key when it comes to "advanced" TV advertising is buyer beware.

  • TV Should Bring Digital Approach To Advertising -- But Avoid Digital's Pollutants by Dave Morgan (Media Insider on 09/12/2019)

    Gary, no question that the most visible" OTT inventory out there comes from companies in the TV business or owned by them, such as Hulu and CBS Now, and yes, those companies sell all or most of their inventory directly. However, there are hundreds of apps on smart TV's and alternative set-top boxes now, including big pools of inventory from YouTube. Most of them are trying to build ad businesses and the vast majority of them, particularly the smaller ones, sell most of their inventory programmatically. That is the where the fraud is happening, not on Hulu or CBS Now.

  • TV Should Bring Digital Approach To Advertising -- But Avoid Digital's Pollutants by Dave Morgan (Media Insider on 09/12/2019)

    Ed, while I agree that the less human approach to digital buying and trading makes it easier to hide fraud, I don't think that this is a case where you can blame the computers for the fraud. This is about bad incentives and bad actors, folks that control buying, sellinng, trading, enabling digital ads who make more money on the more ads that are transacted and don't mind not diggig too deeply into how numbers are generated, probably not unlike what happened in radio in the 1960's with diary fraud.

  • Platform-Driven TV Advertising Is Mainstreaming, Finally by Dave Morgan (Media Insider on 08/29/2019)

    Excellent points Ed, and I agree wth you. The overall advanced TV ad market is still small, though it does amount to billions in aggregate. And yes, it is limited ao relatively simple applicatoins of the techniques. However, it is realtively widely dispersed in its practice, which is why I believe that it is mainstreaming. Almost everyone is doing it as some basic level. Of course, it will be years until they are doing it at complex levels, but gaining scale does take time.

  • Platform-Driven TV Advertising Is Mainstreaming, Finally by Dave Morgan (Media Insider on 08/29/2019)

    Craig, you and me both. I do not think that it is in the best interest of TV companies to open up IP-access for the direct delivery of ads onto TV's and within their premium TV content the way publishers permit it in digital environments. It would be a recipe for the same kids of fraud, viewability and bot issues that we see in digital. Fortunately, I don't believe that they will need to, and should keep very tight controls on the TV ad inventory always.

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