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Dave Morgan

Member since March 2008Contact Dave

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  • 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.

  • Continued Consolidation Of TV Industry Means More Focus On Ad Tech by Dave Morgan (Media Insider on 08/15/2019)

    Thanks Ed. I am totally with you about how important consolidating broadcast and cable will be if all brands are allowed to buy their TV media on their own - you and I will keep wokring to make that a reality some day!

  • Continued Consolidation Of TV Industry Means More Focus On Ad Tech by Dave Morgan (Media Insider on 08/15/2019)

    Thanks Claudio and great points about the industry collaboratoins and their importance to enable TV companies to effectively compete with the large digital platforms.

  • It's Time For Complete Transparency In Digital Ad Data Rebates by Dave Morgan (Media Insider on 07/25/2019)

    Thanks for the comment Bill. We're really excited about the work that the ANA is doing to reestablish trust in advertisng and proud to be part of it.

  • We Need More Expensive Advertising by Dave Morgan (Media Insider on 07/18/2019)

    Craig, you hit on a very important point. When the digital ad eco-system was largely direct to publisher, it operated very differertly than today's programmatic world. Now, outside of a few top publications, there is very little control by the publisher over the final ad delivery, and the power has shifted to the bidder, who might not care how many site users are abused with too many of the same irrelevant ads.

  • We Need More Expensive Advertising by Dave Morgan (Media Insider on 07/18/2019)

    Ed, no worries. The mistake was by MediaPost ... they originally mis-labelled the column with George's byline.I totally agree with you about the issues around trade-offs. Finding the right balance won't be easy. I just hope that we get start moving in the right direction because too much of the momentum in the market today is to keep giong in the wrong direction.

  • You Were Right, Walt Mossberg: The Cookie Did Not Improve Online Advertising by Dave Morgan (Media Insider on 06/27/2019)

    No impact. Simulmedia operates in linear TV ant OTT with no cookies.

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