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    Dave Morgan

    1 receipt • Tracked since Apr 2026

    Simulmedia founder, ex-TACODA/Real Media; pioneer voice on TV, CTV, and audience-based advertising.

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    1 receipt

    2018

    1 prediction
    1. Jul 12, 2018Partially right.
      “Data is not going to define the future of successful TV advertising, any more than it has defined digital advertising... Data is not the new oil.”

      Partially right. Data-driven buying did come to define TV's growth engine: CTV ad spend reached about $31.8 billion in 2024 (half the size of linear), and 43% of US advertisers were pulling linear budgets into programmatic CTV. But his deeper point aged well: "data as oil" hype deflated under privacy regulation, and creative, context and reach still separate winners from losers.