Weekly briefing
The week in TV and media buying
Week 33 · August 10, 2026 — August 16, 2026
Three items, one thread: measurement is moving from single-touch, siloed scoring to pre-bid and cross-channel models, which means numbers you budgeted against last month no longer mean what they used to. The task in each case is the same — pull your own data and re-check it against the new scoring logic before you renew, reallocate, or benchmark against it.
Georgia-Pacific trims 30+ SSPs to about 6, cuts CPMs up to 44% with SWYM
Digiday ↗What changed in the work
Georgia-Pacific replaced post-campaign SSP reporting with pre-bid inventory scoring, then used that scoring to cut its SSP roster from 30+ to about 6.
On Monday
Pull last quarter's SSP-level viewability, invalid-traffic and CPM data and rank your suppliers by savings-per-quality-point rather than spend share. Ask any SSP outside your top 6-8 to justify staying on the roster with those numbers, and ask your DSP rep what pre-auction inventory-scoring options exist before your next renewal.
Cossa: last-click attribution hides up to 45% of assisted Yandex ad conversions
cossaru ↗What changed in the work
Cossa's path analysis shows Yandex Direct's last-click reporting is claiming credit for conversions that Промостраницы and UrbanAds actually originated in up to 45% of cases, so current budget splits between these channels are built on the wrong attribution.
On Monday
Pull a path-level or assisted-conversion report from Яндекс.Метрика (or ask your Yandex rep directly) instead of reading Direct's last-click numbers at face value. Shift a test slice of budget into Промостраницы/UrbanAds and track branded search volume and Direct CPA over the next 3-4 weeks before moving the full budget.
VK merges user data across VKontakte, Clips, Video into one AI interest profile
worldppc ↗What changed in the work
VK now targets ads off one merged behavioral profile spanning VKontakte, Clips and Video instead of separate per-product data, which changes what your existing audience segments and reach numbers actually represent.
On Monday
Ask your VK Ads rep whether your current audience segment definitions have been remapped under the neuroprofile system and whether pre-rollout benchmarks (CTR, watch time) are still comparable. If you buy Clips or Video for a specific niche audience, re-pull reach and frequency for that segment now rather than trusting last quarter's figures.