The Brushback 9/24

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🧨 The Brushback — Robo Umps Incoming

Yesterday, MLB finally made it official: Robo Umps are coming in 2026. The ABS system — Automated Balls and Strikes — will let pitchers, catchers, and hitters challenge balls and strikes calls with a simple head tap. Each team gets two challenges per game. A graphic of the pitch and strike zone flashes on the scoreboard, and the ABS system either confirms or overturns the call.

It’s been tested in the minors, in Spring Training, even at the All-Star Game. And now, after years of grumbling about blown strike zones, the robots are officially moving in.

The vote wasn’t unanimous. Sources say some of the four player reps voted no — but the owners’ six-seat block carried it through.

My take? Thank God. It’s about time.

The other night I nearly threw a shoe at the TV — even the broadcasters were gasping. Sure, umps get it right 94% of the time. But this is 2025. We have the technology. Why wouldn’t we use it?

And to those who gripe that it’ll slow the game down? Nope. I watched ABS in action this spring — it was lightning fast. It’s all on the players now to use it wisely, like NFL coaches managing the red challenge flag.

So here comes the future: fewer tantrums? Fewer ejections?

…Wait. That’s not good.

But if they get balls and strikes right?
I can live with that.

Where to find high-intent holiday shoppers

Let’s be real: most brands are targeting the same people this holiday season. “Shoppers 25–54 interested in gifts.” Sound familiar? That's why CPMs spike and conversion rates tank.

Speedeon’s Holiday Audience Guide breaks down the specific digital audience segments that actually perform—from early-bird deal hunters actively comparing prices to last-minute panic buyers with high purchase intent. These aren't demographic guesses.

And our behavioral audiences are built on actual shopping signals and real-world data —the same approach we use for clients like FanDuel and HelloFresh."

You'll get the exact audiences, when to deploy them, which platforms work best, and what kind of performance to expect.

Download the guide and get smarter about your holiday targeting before the holiday rush hits.

See the Holiday Audience Guide

John Boxley - High N Tight