Notes from the Field
Why Audience-First Marketing Is Still Your Most Important SEO Strategy in 2026
In this article, we break down why traditional persona mapping falls short, how to use real-world search data to understand your audience across every platform, and what it takes to build a strategy that wins in 2026 and beyond.
The Metrics Killing Your Programmatic Strategy (And What to Use Instead)
Programmatic isn't failing because the technology is broken. It's failing because we built it to reward the wrong things. In this article, we unpack the incentives that created the swamp, the metrics we mistake for impact, and the structural shift that changes everything.
ChatGPT Ads: Should Brands Test Now — or Sit Tight?
As ChatGPT enters the advertising market, brands face a new decision. We unpack what the product looks like today, where it could evolve, and whether testing makes strategic sense.
The Meta Lattice update is driving real performance lift across Meta
Meta just rolled out a major update to Meta Lattice that changes how ads are learned and delivered across its platforms. This article unpacks what’s changed, why it’s affecting performance, and what advertisers should focus on next.
The Best AI Visibility Tracking Tools, Compared
All AI visibility tools track where brands appear in AI answers. This guide shows how they actually differ — and which ones turn data into action.
If you’re treating creative like a one-off campaign moment, you will always feel behind.
Creative today is participatory, iterative, and never finished. This is what keeping up actually requires.
YouTube’s shoppable CTV rollout brings performance TV into the mainstream
With shoppable formats now live across Performance Max and Demand Gen, YouTube is redefining how TV fits into performance marketing. Here’s what advertisers need to know.
TikTok’s Smart+ Signals the Future of Performance Advertising
Smart+ marks TikTok’s biggest step yet toward automation-first performance advertising. Here’s what it changes and how brands should use it.
Threads getting ads doesn’t automatically make it a media opportunity
Meta is opening Threads to advertisers worldwide. Here’s what’s changing, what it signals, and how brands should think about testing the platform.
We’re Asking the Wrong Questions About CTV
CTV isn’t failing. We’re just holding it to the wrong standards. This piece explains what CTV is actually meant to do and how to measure it without breaking attribution.
Introducing InsightMix: Automated MMM for Agile Marketing Measurement
Most brands know they need better marketing measurement but legacy MMM is too slow to be useful. Here's how we're solving that with InsightMix.
9 Things I’d Check in Any Search Account Today
Search didn’t get harder because you forgot the basics. It got harder because the system changed. These nine checks show how to stay in control when automation and AI do the execution.
