Topic
Every post on the Index about media planning.
Jeff argues that once ChatGPT ads can be bought through Magnite and PubMatic, they are just another source of impressions. They need independent incrementality measurement, since publishers grading themselves is a conflict of interest, and imperfect data is acceptable.
Dahv argues that treating traditional media as the safe default is misleading. After seeing YouTube Shorts pass Netflix in screen time, Dahv recalls a campaign that gained traction only once it moved to short-form video while traditional channels underperformed.
Todd argues that marketers who rely on clickstream attribution are misreading what drives conversions. Last-click channels get credit while top-of-funnel work is defunded, and a probability-based modeling approach that needs no cookies or clicks gives a fuller picture.
By Todd Kirk