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Dave Morgan

Member since March 2008Contact Dave

Articles by Dave All articles by Dave

Comments by Dave All comments by Dave

  • How Can We Counter 'Black Box' Trading? by Dave Morgan (Media Insider on 02/29/2024)

    Ed, Jack & John, my hope is that as CTV grows, and walled gardens, the publisher focus on controlling the ad experience and driving more yield will help us break open the black boxes.

  • It's All TV: Stop Silo-ing It By Delivery Method by Dave Morgan (Media Insider on 02/22/2024)

    Thanks Ed Gold! Yep. Linear TV will be important for a long, long time yet!

  • It's All TV: Stop Silo-ing It By Delivery Method by Dave Morgan (Media Insider on 02/22/2024)

    So true Kevin. Without true cross-channel strategic planning, the silo will old is hard to break.

  • It's All TV: Stop Silo-ing It By Delivery Method by Dave Morgan (Media Insider on 02/22/2024)

    Ed, you are spot-on ... those who only see linear TV as a beast to be slayed by the programmtic-driven performance marketer will be sorely disapponted when it never happens, and they will never learn the special nuance that lives with the linear TV world that will ukeiatley infect the world of Total TV.

  • It's All TV: Stop Silo-ing It By Delivery Method by Dave Morgan (Media Insider on 02/22/2024)

    Great point David ... no question that the convergence of subscriptions will drive the convergence on the ad side. And audience is certainly going to be the fulcrum point of that convergence.

  • Advertising Enables The Essential Bond Between Journalism And Democracy by Dave Morgan (Media Insider on 02/08/2024)

    Thanks Peter!

  • Help Ukraine Now by Dave Morgan (Media Insider on 02/01/2024)

    Ben, David, I am in 100% agreement on both points!

  • Help Ukraine Now by Dave Morgan (Media Insider on 02/01/2024)

    Donald,Thanks so much for the comment. I have recently been in touch with CSIS - Council for Strategic & International Studies, that has a very strong iniiative around Ukraine https://www.csis.org/Dave

  • What We Need To Get Right In 2024 by Dave Morgan (Media Insider on 01/25/2024)

    Ed,I'm an eternal optimist. I believe that most people want to do the righrt thing.If our industry is comfortable not caring how business is done as long as they get a piece of the transaction, our problems will continue. I don't think that you have to cut off the transactions to get their attention. it would be sad if the rules of our industry were doing the right thing can only happen if you pay people to do it. Maybe it's just a matter of forcing more bad practices into the open?Dave

  • 6 Top Takeaways From CES 2024 by Dave Morgan (Media Insider on 01/11/2024)

    Ed, John, a few of the challenge to a consortia doing this: 1) huge competitive advantages to the nuances applied to different metircs - for example, YouTube might have lower attentiveness than Netflix, but higher digital outcome rates; 2) big, big upfront costs to get it started - someone has to pony up many hundreds of millions to get it started, and TV companies, for example, are super cash poor these days, and media buyers and clients have never put up real money for currencies; 3) Nielsen has multi-year contacts in place with all major sellers today that carry billions of collective committment, which can't be terminatd for many years, and are are staged to expire in different years making it hard to prevent sellers hae to double pay for a bunch of years, something that most of them don't have the cash or courage to do.

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