Keep things simple, clean, consistent; that is a winning strategy.

Facebook and MySpace launched around the same time, MySpace in August 2003, Facebook in February 2004. One is now an afterthought. The other dominated the social universe.

Why? What made one platform soar while the other nose-dived?

Structure.

Facebook kept things simple, clean, and consistent. MySpace let users customize everything with HTML/CSS. fun in theory, a disaster in reality. Pages became chaotic, slow, and hard to use. Facebook delivered one unified experience and won. (I don’t use Facebook or MySpace, believe it or not, MySpace is still alive.)

Why bring this up? Because the same rules apply to CTV buying.

Keep it clean. Keep it consistent. Keep it simple.

If you’re spreading campaigns across multiple vendors, DSPs, and exclusive networks, you might be rebuilding MySpace: fragmented, redundant, messy, and nearly impossible to optimize.

When you run CTV through one consistent partner with access to all premium programming, everything changes:

• One strategy

• One frequency plan

• One source of truth

• Reduced overlap and wasted impressions

  
  

Structure beats chaos.... Every. Single. Time.

In CTV, be Facebook, not MySpace.