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Oct · 9 min read
A numbered guide for small and medium advertisers: set the goal, write the mandate, keep a person approving, test the agent, practise against seller agents, run a small first deal and check the record before scaling.
Oct · 7 min read
How self-serve, managed service and agent-negotiated CTV buying compare on cost, control and inventory access for smaller budgets, and the three questions to ask before choosing.
Oct · 7 min read
Local TV deals were often too small to justify a sales call. Agents lower the cost of each negotiation, but seller readiness, mandates and a shared deal record decide whether small advertisers benefit.
Oct · 7 min read
Small and medium advertisers can buy connected TV without a trading desk. The four main routes, what each gives up, how to check the supply chain, and where AI agents could narrow the gap.
Sep · 4 min read
Agent negotiation changes what a constrained budget can access by removing intermediary layers and reducing the execution cost per buy. Here is what that looks like in practice.
Sep · 5 min read
Intermediary costs, minimum spend thresholds, and negotiation friction keep SME budgets out of premium television. An honest look at what would need to change.
Sep · 5 min read
Removing managed service overhead lowers the practical entry point for television advertising. What that means for campaign structure, and what a smaller advertiser needs to have in place.
