The Business Of Data With Jon Lafayette: Dealing With New Dynamics
As data and tech change the media business, developments in the industry have technology companies carefully evaluating their strategies. No one is sure exactly what will happen next, so having as much information as possible is crucial. Hopefully, some of what's in this newsletter will help you navigate through complexity and confusion.
Madhive Sees Silver Lining As Broadcast Business Consolidates
‘If you’re not running a local campaign on Madhive, you’re not running a local campaign,’ says Madhive CEO Jim Wilson
Two words summarize the state of local television: consolidation and convergence. Both have a profound impact on Madhive, which focuses on ad-tech for broadcasters.
Despite a restraining order pausing Nexstar Media Group’s absorption of Tegna to create a local station giant, consolidation is top of mind for station owners and managers, Madhive CEO Jim Wilson told The Measure.
“This is happening in real time,” he said. “There is streaming consolidation happening in real time and there’s cable consolidation happening in real time. The landscape is changing and, in my opinion, broadcasters are each looking at how well-positioned they are for this round of consolidation.” [READ MORE]
Viant Touts Independence Amid Programmatic Puzzles
In a connected TV world ruled by data, there are few who can compete. These are interesting times in the programmatic advertising business.
Many of the biggest issues have been brought to a head by media agency giant Publicis, which audited The Trade Desk and then said it would no longer recommend that its clients use The Trade Desk’s data-driven platform to execute ad campaigns.
The move has rippled through the industry, with other agencies and advertisers questioning the platforms with which they do business.
The storm around The Trade Desk could swamp others in the ad tech business. Or there could be a silver lining for The Trade Desk’s competitors.
“I think it’s more of an opportunity than a problem,” Viant Chief Marketing Officer Jon Schulz told The Measure. [READ MORE]
Local CTV Advertisers To Face Crunch in Third Quarter
Connected TV advertising has been a relative bargain for local advertisers, but that is expected to change in the third quarter of 2026.
According to data in AdImpact’s Local CTV Ad Trends Report, national advertisers don’t tend to advertise on CTV outside of the top 50 markets, so commercial inventory has been cheaper there. And there are a lot of impressions available in those smaller markets. Despite having only a third of the U.S. population, those markets accounted for 52.5% of local impressions in 2025.
Historically, the third quarter had been a sweet spot for local advertisers, a time when national demand was low in most markets, resulting in efficient pricing for CTV impressions. Upcoming events are going to change the dynamics of the local CTV market. [READ MORE]
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