Biographical Information

Articles for Dan Larkman

Advertisers are Missing The Top World Cup Opportunities

Live World Cup inventory commands a premium for good reason. It delivers scale, emotion, and cultural visibility. But cultural relevance does not automatically equal performance. As CPMs climb and frequency compresses inside those high-demand windows, measurement becomes more complex and optimization more limited.

What Counts as CTV? Why Defining the Channel Matters for Performance

CTV should mean ads that run where viewers expect TV commercials. That means full-episode, professionally produced, long-form content streamed through connected devices. It excludes user-generated clips, background ads, and placements that may technically run "on the big screen" but don't align with consumer perception of television.

Why Do Some People Have Bad CTV Ad Experiences?

The allure of CTV is undeniable: It combines the broad reach and brand presence of traditional television with the precision of digital targeting. Yet, as advertisers venture into this new channel, many are met with a critical issue—irrelevant ads. This is not simply a symptom of the industry "allowing" poor advertising standards but rather a signal that the infrastructure to handle CTV's unique challenges is still maturing.