Notes from the Field

AI visibility data is probabilistic, inconsistent, and nothing like traditional SEO reporting. Here's what you're actually looking at, and how to actually use it.

The metric you plan against determines where your budget goes — and Adult Reach may be pointing it in the wrong direction.

April is already handing brands some of their most useful social lessons of the year, here's what they mean for your strategy.

Most brands know AI visibility matters but don't know where to start. Here are five plays you can act on now, and the teams you need to bring with you to execute them.

Here's what financial services brands should be thinking about to get full value from their affiliate channel.

Social media users are moving away from public feeds and engaging more within tight-knit community spaces. Here's what the data tells us and how brands can follow the shift.

Rising acquisition costs are rarely a media problem. This article covers where CPA pressure actually comes from and how to address it at the source.

YouTube now operates as two distinct formats with different audiences doing different jobs. This article covers what that means for how advertisers plan, buy, and measure creator content.

Meta just updated its attribution model, separating link clicks from other engagements for the first time. This article covers what the update means for reporting, creative strategy, and how to frame the numbers for leadership.

89% of marketing leaders are rethinking content volume. Here's what the data shows about content fatigue, emotional utility, and why doing less is the competitive edge your brand needs right now.

Here's how we've been thinking about TikTok's Next 2026 Trend Report, and what it means for how brands should brief, build, and scale creator content.

Most B2B marketers are still treating LinkedIn like a lead gen channel, and LinkedIn's NewFront this week laid out exactly what to do instead.