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CTV budgets are growing. Everyone's nodding along. But behind the media plans and growing line items, there's a conversation most brands won't have out loud: We're spending more. We're less sure what we're getting. That's not a CTV problem. That's a buying problem. The Channel Isn't Broken. The Execution Is. CTV is the biggest screen in the house. Unskippable content. A leaned-in audience that isn't fighting a scroll. That's a genuinely powerful place to show up. But most cam

There’s a word that gets thrown around a lot in our world. Performance. Most brands think they know what it means. They run campaigns optimized for conversions. They watch ROAS. They scale what appears to be working. On paper, it all looks efficient. But here’s the uncomfortable truth. Most of that “performance” isn’t actually driving business performance. It’s taking credit for demand that already exists. And the more you scale it, the worse it quietly gets. The first dollar

We did not start Bronco to build another agency. We started it because the existing ones broke our trust. The decks got more polished. The promises got bigger. But behind the scenes, a lot of what passed for media strategy was just arbitrage dressed up as service. Agencies buying your media inventory at one price, reselling it to you with a margin, and calling it expertise. Meanwhile, clients were left wondering who was actually in their corner. We had seen enough. So we bui

The conversation about streaming versus linear TV has been happening for years, and it has not gotten much more nuanced. Streaming is winning. Linear is declining. The audiences have moved. The measurement has caught up. All of that is directionally true. But it leaves out the most important part. What the Numbers Actually Show "Squid Game" pulled 27.1 million viewers on Netflix. "Sunday Night Football" drew 21.6 million on NBC. On raw numbers, streaming's flagship beat linea

Meta has quietly rewritten the rules of performance marketing. Where the platform once revolved around audience segmentation, it now optimizes primarily around signal. Broad targeting and automation do most of the work. And the richest signal the system can ingest is creative. Creative is no longer just messaging. It is the targeting. That shift has changed what it takes to scale. Brands winning on Meta are not simply producing strong ads. They are producing them at velocity.

Earlier this week, Ad Age published a detailed report by Ewan Larkin outlining information disclosed in a legal dispute involving WPP. The filings shed light on more than nine billion dollars in client media spend and, more importantly, how parts of that spend translate into revenue for the holding company. According to the report, internal materials referenced roughly one billion dollars in net sales tied to what was described as non-product-related income, including rebates

For years, TV sat in a different category. It required bigger budgets, longer planning cycles, and typically belonged to more established brands. Social was where growth happened. TV was where brand dollars went. That distinction doesn’t hold anymore. Connected TV CPMs today can often be under $20 — not far off from the rising costs of paid social. The long-standing belief that TV is inherently more expensive simply isn’t accurate. If you’re already operating at scale on Meta

Connected TV is one of the fastest-growing channels in media. On paper, it sounds simple. You’re buying ads on streaming TV. Big screens. Leaned-in viewers. Premium content. But here’s the question most brands don’t slow down to ask: what actually counts as “CTV”? In today’s programmatic ecosystem, the CTV bucket is wide. Very wide. It includes premium platforms like Hulu, Paramount+, and Netflix. It also includes thousands of niche streaming apps, free ad-supported channels,

I had the best cup of coffee of my life at Cowboy Coffee in Jackson Hole. It stopped me mid-sip. So I bought a few bags, brought them home, and assumed I could recreate it. Same beans. Same roast. Same brand. It wasn’t the same. Not even close. So I called them. They asked simple questions. Was I using filtered water? Was I weighing the grounds or eyeballing it? What grind size? Did I let it bloom? What was the brew time? It wasn’t complicated. But it was precise. That’s when