Richard and Luke (newly promoted President at CTC) break down why channel diversification is no longer optional for 8-figure ecommerce brands heading into Q4 and what creative diversification actually means when you need 1,000-plus ads per month from 100-plus creators. This episode covers the exact tools, platforms, and testing frameworks that changed CTC's position on scaling beyond Meta and Google.

What we cover:

  • Why CTC reversed its position on channel diversification

  • How Statlas automation now pushes thousands of ads per month

  • Why geo holdout incrementality testing is now in-house at CTC

  • Creative diversification as production source diversity, not format diversity

  • The 3-4 production source minimum before Q4

  • Why 3% of ads drive 80-plus percent of spend

  • Finding your top 20-30 creators before the September window closes

  • AppLovin, TikTok GMV Max, and YouTube Demand Gen entering Q4

  • CTC's Mountain partnership for Connected TV geo holdout testing

Key stat: 3% of ads drive more than 80% of spend. Find your outliers before Q4 locks in.

Show Notes:

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