Why Where Your Ad Runs Matters More Than What It Says
Premium ad environments lift brand trust 85%. For B2B, where buying cycles are long and trust is hard-won, where your ad runs matters more than what it says.
8 min readBackground
Sean's career in advertising spans two decades across programmatic and CTV, working both brand and agency sides with companies including Progressive Insurance, StockX, Danone, Fandango, and Pampers. That range built an approach that blends an insider's DNA with an outsider's holistic POV.
He founded SpotlightIQ in 2024 after seeing the same problem from every seat in the room: CTV was being bought and measured with tools built for banner ads. Modern DSPs treat a 30-second, full-screen, sound-on TV spot the same as a display impression. It is not the same. CTV costs more, delivers more, and deserves dedicated attention.
Working with brands across industries made one thing clear: B2B marketers had it worst. Opaque platform bundles, no account-level visibility, and nobody building for their needs. That insight shaped SpotlightIQ into what it is today: purpose-built for B2B, with account-based targeting on premium streaming inventory (Hulu, Disney+, ESPN, and other premium streaming networks), account-level reporting, and a dedicated team that works alongside yours.
Sean is a regular contributor to MarTech, writing about CTV strategy, B2B advertising, and the intersection of programmatic and television.
When he's not helping brands connect with new audiences, Sean lives outside of Cleveland with his wife and two kids. You can find him playing guitar or getting emotionally invested in Cleveland's sports teams.
Speaking & Events
MarTech Conference
May 6, 2026"Winning attention without losing trust: Creating meaningful moments across the customer journey"
Opening panel with Ed Poppe, Angela Vega, and Alec Haase
Sean joins the opening panel to discuss how brands can create real engagement across the customer journey. He'll focus on where programmatic fits for B2B: reaching buying committees on premium streaming inventory without sacrificing trust or viewer experience.
Register free →Articles by Sean
Should Your B2B Brand Invest in CTV?
Not every B2B company should invest in CTV right now. Use this 5-point readiness checklist to decide if you're ready to launch or should wait.
7 min read
CTV for Account-Based Marketing (2026)
How to use CTV as part of your ABM strategy. Build account lists for CTV targeting, sequence with sales outreach, and measure pipeline influence.
8 min read
How to Add CTV to Your B2B Marketing Mix
When to add CTV to your B2B marketing mix, how it lifts paid search and social, and how to overcome targeting, scale, and measurement challenges.
8 min read
CTV Creative Strategy for B2B Advertisers
B2B brands need a different approach to CTV creative. How to humanize complex products, test themes affordably, and manage ad fatigue with limited budgets.
6 min read
CTV vs. Programmatic Display for B2B (2026)
CTV and programmatic display compared for B2B marketers. Attention, targeting, measurement, and when to use each channel to reach decision-makers.
8 min read
B2B CTV Advertising: How It Works and Who It's For
How B2B companies use account-based CTV to reach decision-makers at target accounts on premium streaming. Targeting, measurement, and how to get started.
10 min read
Impression-Based Marketing for B2B (2026)
Click-based attribution overvalues bottom-funnel channels and undervalues CTV. Why B2B marketers are shifting to impression-based measurement.
8 min read
Live Sports and Local Advertising
Discover why live sports advertising on CTV is a game-changer for local businesses. Learn how targeting and measurement make it effective and affordable.
4 min read
How to Measure CTV Advertising for B2B (2026)
CTV measurement for B2B goes beyond impressions. How to run holdout tests, track cross-channel lift, and connect CTV exposure to pipeline outcomes.
9 min read
First-Party vs. Third-Party Data for CTV (2026)
First-party and third-party data play different roles in CTV targeting. How each data type works, the tradeoffs, and how they combine in B2B campaigns.
8 min read
Linear TV vs CTV Advertising Compared (2026)
Linear TV vs CTV advertising side by side: CPMs, targeting precision, measurement, and ROI. Which channel reaches B2B decision-makers more efficiently in 2026.
7 min read
How to Choose a CTV Advertising Partner (2026)
Platform vs. agency vs. specialized partner: what to evaluate on expertise, transparency, reporting, and strategic fit before you commit your CTV budget.
9 min readWant to Talk CTV Strategy?
Sean and the SpotlightIQ team work directly with B2B marketing teams. No sales handoff. No generic demo.