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I've had a version of this conversation more times than I can count. A client wants to talk about "moving up the funnel" and "driving brand awareness". There is an agreement to test programmatic but what they really mean is display banners. Campaign ...

For decades, the media plan has been the definitive artifact of marketing strategy. When the rubber meets the road - one page. Channels on the left, budget on the right, allocations mapped across the year. When the CEO asks where the money is going, ...

If you're running ads through the App Store, the auction you've been optimising for no longer works the same way. For years, Apple Search Ads ran on a simple premise - one query, one ad. Whoever won the auction owned the top of the results page. ...

Meta just announced Meta Ads AI Connectors, and while the headline sounds like another AI feature drop, the implication is much bigger than a workflow upgrade. Paid social is no longer confined to Ads Manager. Here's what changed: Meta Ads AI ...

Every few years, a new platform launches and brands that normally take six months to approve a creative brief suddenly find urgent budget. We've seen it with TikTok, with influencer, with connected TV. Now it's happening with OpenAI ads. We shared .. ...