Do you suffer from Impact Dysfunction? It's what happens when creative, supply,
By Benjaminfelix · October 6, 2026 · Curated by George's Blog
Do you suffer from Impact Dysfunction?
It's what happens when creative, supply, audience data, and measurement don't talk to each other. Last week we launched Impactine, our parody DTC pharma ad for CTV, to treat it. Watch it here: https://lnkd.in/eURQdzXS
Launching it was only part of the week. It was the most intense stretch of my time as CMO at TripleLift, with three events in five days:
🛍️ Amazon Unboxed: Lab coats, Impactine pill bottles (filled with orange Tic Tacs), and the debut of our Offsite Impact Framework, a new way to make commerce media work across the full funnel, not just at checkout.
💻 Programmatic I/O: Our CPTO, Timothy Jasionowski, made the case for real publisher control over inventory, data, and yield. The goal is to grow the value of each impression, not just extract more from it.
🚀 Impact Forum London: Our final Impact Forum of 2026, and a standout. Thanks to Frazer and the entire Europe team for the great group of attendees.
None of it happens without the people behind it.
Thank you to:
- The TripleLift Marketing team - Megan Heady Lucy Russo Andrea Strum (Ravikumar) Gavin Dunaway (and more!) for flawless execution on a packed calendar.
- Timothy Jasionowski for taking the stage with a clear point of view on our recommitment to publishers.
- Our Sales, Partnerships, and Customer teams - Todd Rose Lauren Gabriele Darragh Lynch Rob Ishag Fergus Mellon Jenny Holland for filling the room.
- Fellow executive team members for their support Rob Deichert David Simon Matthew Novick
- Dave Helmreich for letting me take big swings.
Leading an established brand takes focus, empathy, and a little whimsy. It also takes partners at every level who want to drive change. I'm lucky to have them.
#CTV #Programmatic #AdTech #CommerceMedia