Friday Thought

I look at competitive reporting tools for signals on what kinds of buys a competitor might make, not how much they spend, and have never once made a media recommendation based on “the other guy’s highly inflated or under-reported spend.”  With almost every impression unique in the underpinnings of its CPM value, online is unique in this regard, although with what Canoe is doing with addressable TV, we’ll likely start to see more media lose a ‘rate-based’ currency and fuddle competitive spending/costing information for years to come.