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OCTOBER 12, 2026 |
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In this edition: |
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TOP STORY |
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As media consumption fragments across connected TV (CTV) platforms, age brackets alone fail to capture consumer motivation. |
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For years, CTV advertising has operated on a foundational assumption: demographic cohorts such as age, gender, and income are the best proxy for consumer intent. That assumption still shapes buying today: nearly 30% of US marketers prioritize demographic targeting for CTV ads, almost three times more than contextual approaches, per a July 2025 Gracenote survey.
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IN THE NEWS |
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Our top insights from AWNY26. AI took center stage at the industry's biggest conference, while newer players in retail and commerce media left a strong impression. |
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ChatGPT’s visual ads broaden its pitch. New formats, better measurement, and brand safeguards help, but marketers should keep budgets experimental. |
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Paramount closes WBD deal, creating Skydance. Marketers could get simpler media buys but face higher CPMs and less pricing leverage. |
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ANALYSIS |
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Travel seasonality may be growing less predictable. Extreme summer heat is pushing some travelers toward the fall, better price-discovery tools are making overlooked deals harder to secure, and airlines facing elevated fuel costs are leaning into higher-margin demand. |
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The result is that the deals travelers once found during the off-peak shoulder season, generally September through mid-November, are becoming harder to find. When Expedia compared prices across the 10 most popular US destinations, it found fall lodging prices were 20% higher than during the summer, while airfare was 2% higher. |
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PODCAST |
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We discuss what would happen if an extended MLB lockout led to a death spiral for regional sports networks, if the BBC started carrying advertising, and if Meta’s Muse flopped. "Behind the Numbers" is made possible by Atmosphere TV. | | |
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EMARKETER EVENTS |
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Featured Event | October 13 | Virtual |
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