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Dave Morgan

Member since March 2008

Articles by Dave All articles by Dave

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  • Will We Permit Malicious Bots To Roam The Agentic Ad Ecosystem? by Dave Morgan (Media Insider on 10/15/2026)

    Reposting without the typos: Great question Frank ... for sure, there are too many players who while having the ability to help stop malicious bots from operating in the ad ecosystem but who benefit for their existence and thus, seemingly, have determined that knowing inaction or willful ignorance is the best path for them to take

  • Will We Permit Malicious Bots To Roam The Agentic Ad Ecosystem? by Dave Morgan (Media Insider on 10/15/2026)

    Great question Frank ... for sure, there are too many players who while having the sockeye to help stop malicisou bots from operating in the ad ecosystem but who benefit from their existence and thus, seemingly, have determined that knowing inactoin or willful ignforance is the best path for them to take

  • Are Influencer Platforms Just Impression Factories? by Dave Morgan (Media Insider on 10/08/2026)

    Bill, so good to hear about your work here. I agree that influencers can deliver real value for brands. My concerns are that I've seen so much abuse of great capabilities in the past. Great to know that the ANA is out in front here, and that you led that work.

  • Are Influencer Platforms Just Impression Factories? by Dave Morgan (Media Insider on 10/08/2026)

    Ed, good points. I see the uasge of impression machines crossing both of those areas, plus one more. First, I see the influencer platforms putting out a lot of low quailty, self-measured/managed inventory akin to the digial walled gardens along the lines you mention. Second, while they might be sold like TV companies sold RON, I don't seem them as comparable quality or characteristics like TV RON is to the more desirable dayparts or progamming. But third, I see them very similar to the Made-For-Advertisng (MFA) sites that have plagued us for years, that fill up many of the programmatic buys seeking cheap CPMs.

  • Are Influencer Platforms Just Impression Factories? by Dave Morgan (Media Insider on 10/08/2026)

    Dan, thanks for the comment. Yes. I did talk to a number of marketing leaders on this topic, which is why I decided to write about it. I also purposefully referenced some long ago endorsers speficially to harken back in a nostalgic way to individual endorsers who had enormous impacts on brands to create contrast to today's infuencers.You are 100% right to compare these platforms and their impressions to many of the "run-of-network" RON media programs we see, used to dollar average down the CPM for more premium buys that are part of the package. I have exactly the same issue and criticism for many of them. So many of them are hollow, junk impressions that do nothing for the brand and are only there to make the buyer believe that they have some "media math" nirvana. Meta's impressions counted for be viewing in a scroll for "more than 0," many for less than a second, are the kind I include there, as well as the enormous number of impressions that are "below the fold" in web or mobile and counted in campaigns. And yes, many of the culprits for selling this are quality publishers, adding these "impression factory" units as part of "audience extensions."

  • Bots Don't Click -- So What Will The Internet's New Business Model Be? by Dave Morgan (Media Insider on 10/01/2026)

    Josh, I totallly agree. That is where we are headed. The issue there, probably, will be to bifricate the measurment ... for example, in your toilet paper example, the human portion may be on exposure and impact and the agent portion may be performance measured/compensated only.

  • Bots Don't Click -- So What Will The Internet's New Business Model Be? by Dave Morgan (Media Insider on 10/01/2026)

    Frank & Josh,I believe that you've zeroed in on the key issue. It's all about identity and how we treat "agents" working for humans. Bots are non-human traffic and are not countable under any of our current ad standards. We will see some bots that will consume ads and commerical communication, but even of verifiable as acting in baffled of specific known humans, can we also assume that they are going to deliver those ads to their humans with the same experience and impact that the advertisers are paying for?

  • Linear Reach Beats CTV Frequency For Scaling Performance TV by Dave Morgan (Media Insider on 09/17/2026)

    Artistically should read artificially. :-)

  • Linear Reach Beats CTV Frequency For Scaling Performance TV by Dave Morgan (Media Insider on 09/17/2026)

    Apologies for the typing errors in my comment ... automatically should read artistically. Buttered should read viewers. int eh should read in the.

  • Linear Reach Beats CTV Frequency For Scaling Performance TV by Dave Morgan (Media Insider on 09/17/2026)

    Spot on Ed. Because CTV pricing is automatically high, and targeted at the same relatively small audience of heavy buttered of ad-supported CTV programming, frequency is way too bad. I think that we all see this in our personal streaming veiwing. Funamentally, there is no plannning in CTV, not int eh way that lienar is planned. Freqwency caps are set, but are totally ineffective in CTV. The caps are just cosmetic.

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