Notes from the Field
Which Marketing Metric Should You Actually Trust?
Different measurement methods answer different questions. The mistake is expecting one to answer them all.
Winning the Search Auction in the Age of AI
For years, account structure was one of Search's biggest competitive advantages. AI is changing that.
How do I measure the pipeline contribution of paid media?
A framework for connecting B2B paid media to pipeline, from CRM setup to board-ready reporting.
Are You Getting the Most Out of Google Analytics?
A practical guide to leveraging GA Linking and Campaign Data Import to improve campaign performance and drive a measurable uplift in conversions.
User-controlled algorithms: should you care?
Platforms are giving users more control over their feeds. For brand marketers, the signal that actually matters hasn't changed.
Bad Data Means Bad Decisions
Most brands treat one measurement model as the truth and optimise for what it shows. Here's why that's risky, and what reconciling data sources looks like.
Why Your Google AI Max Isn’t Working (It’s Not the AI)
Poor measurement infrastructure is the most common reason Google AI Max underperforms. Here's what to audit and how to fix it.
Apple Maps Is Getting Ads. The Opportunity Is Real. So Is the Tightrope.
Apple has confirmed ads are coming to Maps this summer. Here's the opportunity for local advertisers, where Apple lags Google, and how to prepare before launch.
Ads in ChatGPT: what we’re seeing in the new research moment
ChatGPT ads are attracting growing interest from brands. Here's what our testing reveals about targeting, pricing, measurement, and what marketers should know before investing.
How to Build a High-Performing Creative System at Scale
A practical four-stage framework for building a Meta creative system that continuously finds, tests, and scales high-performing creative.
World Cup 2026: this is what Total TV was built for
An advertiser's guide to the 2026 World Cup: what's different, what's possible, and where the opportunity actually sits.
Amazon’s data loop just got stronger
Amazon's closed data loop just extended in two directions at once: out to premium streaming, and in to a B2B audience that was never reachable at scale. Here's what that changes for how you target and measure CTV.
