Insights & Perspectives
Notes from the Shigo team.
Thought leadership on CTV ad tech, publisher monetization, and the future of independent advertising technology.
Industry8 min read
CTV Now Rivals Linear TV for Brand Building — Here's the Data
Dentsu's Brand Reset study, the largest dataset ever linking attention to brand equity and sales, proves CTV delivers long-term brand lift approaching linear TV. Here's what it means for publishers, broadcasters, and agencies.
Guide8 min read
SSAI vs. CSAI: Which Ad Insertion Method Is Right for Your CTV Platform?
Server-side and client-side ad insertion each have trade-offs in latency, measurement, and user experience. This guide helps you choose the right approach for your CTV platform.
Industry8 min read
CTV Ad Serving in 2026: What's Changed and What's Next
The CTV ad serving landscape has shifted dramatically over the past three years. We break down the key changes in standards, measurement, and buyer expectations heading into the next era.
Strategy6 min read
White-Label Ad Tech: Build Your Brand, Not Someone Else's
White-label platforms let publishers and media companies present a unified brand to advertisers while leveraging best-in-class technology under the hood. Here's what to look for.
Technology7 min read
How AI Agents Are Replacing the Ad Ops Dashboard
The traditional ad ops workflow of pulling reports, spotting anomalies, and adjusting campaigns is ripe for automation. AI agents are moving from copilot to autopilot.
Guide9 min read
The Broadcaster's Guide to Owning Your Ad Stack
From ad server selection to demand partner strategy, this guide walks broadcasters through every decision required to take control of their CTV advertising infrastructure.
Technology6 min read
EPG-Powered Supply Curation: How Broadcasters Can Give Agencies What They Actually Want
Electronic Program Guide data is the most underused asset in CTV monetization. Learn how EPG-powered supply curation turns channel schedules into premium deal packages agencies love.
Strategy8 min read
Full-Stack vs. Frankenstack: Why CTV Publishers Need an Integrated Platform
Stitching together five vendors to build a CTV ad stack creates latency, data loss, and finger-pointing. A full-stack approach eliminates the seams and unlocks real-time optimization.
Industry7 min read
Why Independence Matters: The Case Against Walled-Garden Ad Tech
Walled gardens prioritize their own inventory, leaving publishers with opaque auctions and conflicted optimization. Here's why independence is the antidote to ad tech's biggest structural problem.