CTV vs. Programmatic Display: Which Works Better for B2B?
CTV and programmatic display compared for B2B marketers. Attention, targeting, measurement, and when to use each channel to reach decision-makers.
8 min read
Background
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 150+ 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.
Articles by Sean
CTV Advertising for B2B: How Account-Based Television Works
CTV advertising isn't just for consumer brands. Learn how B2B marketers use account-based CTV to reach decision-makers on Hulu, Disney+, and 150+ streaming networks.
10 min read
Impression-Based Marketing Will Change Your Approach
Impression-based marketing is reshaping media strategy. See why clicks fall short and how CTV and programmatic can thrive in a more accurate measurement era.
3 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 the True Value of CTV Campaigns
Unlock the true impact of CTV advertising with holdout tests and cross-channel analysis to boost SEO, paid search, social, and offline campaign performance.
4 min read
Linear TV vs CTV Advertising: What B2B Marketers Need to Know (2026)
Linear TV vs CTV advertising compared for B2B marketers. CPMs, targeting, measurement, and when to use each channel to reach decision-makers.
7 min readWant to Talk CTV Strategy?
Sean and the SpotlightIQ team work directly with B2B marketing teams. No sales handoff. No generic demo.