While YouTube may be the ultimate performance marketing vehicle, advertisers still need branding and that’s where TV excels. A look at how to bridge the gap.

Sofie Sue Rutgeerts argues that by concentrating their dollars on sales, advertisers are neglecting their chance to build the brands that make those sales possible.

Viant’s Jeremy Gold on why brands should stop zigging to CTV to chase retail shoppers and zag towards demand gen instead.