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# Video: How Fragmentation Changes The Way Marketers Build Reach
- URL: https://tvrev2beta2.ghost.io/video-how-fragmentation-changes-the-way-marketers-build-reach/
- Published: 2026-07-23T23:15:47.000Z
- Updated: 2026-07-23T23:15:47.000Z
- Author: Alan Wolk
- Tags: Thought Leaders Circle, Dan Callahan, Spectrum Reach, Alan Wolk, Feudal Media, Fragmentation, Cannes Lions 2026, video, #sqs, #Import 2026-08-14 22:50

I had the pleasure to sit down with my old friend Dan Callahan from Spectrum Reach at Cannes last month to discuss the current state of the media landscape.

In particular, just how much the massive fragmentation we call “Feudal Media” impacts the way that marketers build reach.

Dan and I agreed that marketers need partners that help simplify that challenge by bringing together premium inventory and making it easier to reach audiences where they are. 

Watch the video to learn why transparency and trust are also big factors in this new ecosystem.