He Thinks Your CTV CPMs Are Too Low (And He Has Receipts) | Jordan Greene | ADOTAT Show Adtech

He Thinks Your CTV CPMs Are Too Low (And He Has Receipts) | Jordan Greene | ADOTAT Show Jordan Greene has spent 25 years collecting unpopular opinions about digital advertising and occasionally being proven right about all of them. As co-founder and Chief Media Officer of Alpha Precision Media -- the only NMSDC-certified minority-owned Amazon ecosystem partner in the country -- he has watched mobile advertising grow from carrier-based WAP pages into a $200 billion industry, and he is now making the same bet on connected television that most of the industry is still too nervous to make out loud. His position: CTV CPMs are too low. Not all of them. But enough of them that the entire upfront conversation is happening around the wrong number. He will explain exactly why, with the kind of specificity that makes media buyers deeply uncomfortable. We also get into: 🎮 The Twitch experiment that may have been the most expensive production ever put on the platform, what it proved about branded content, and why the chat told them everything they needed to know before the campaign data did 🏀 Undeniable -- the women's basketball show produced by Cynthia Cooper, Asia Wilson, and Cameron Brink, and why Jordan thinks female sports is the most undervalued media bet in advertising right now 📊 The Plural acquisition -- the data company built on Census Bureau methodology that Jordan claims delivers 30 to 60 percent stronger demographic targeting than standard segments 💰 The streaming wars endgame -- Amazon has $72 billion in cash. Paramount has $3 billion. Jordan has thoughts. 🎯 Why your CMO keeps asking for Disney Plus even after they told you they wanted audience-first buying, and what that says about the gap between what brands say and what their agencies actually do Plus: Pat Riley, George Carlin, Thomas Keller, the greatest Twitch chat in advertising history, a QSR client who ran back to NCAA basketball, and one man's completely unreasonable optimism about the future of connected television. Jordan Greene is either two years ahead of the industry or two years ahead of reality. Watch and decide for yourself. 🔔 Subscribe to ADOTAT for the full three-part written series, including the paywalled deep dives on Alpha's business model, the Plural acquisition, and the content-driven advertising bet: adotat.com 📧 Subscribe to the ADOTAT newsletter -- the most widely read trade publication in digital advertising that tells you what everyone else is afraid to say. Sponsored by: Troutman Amin LLP -- The TCPA attorneys you call before the class action, not after. troutmanamin.com Incremental.com -- Measure what's actually working. incremental.com