Notes from the Field
Don’t Bid Your Way Out of Rising CPA. Build Your Way Out.
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.
Meta Has Changed How It Counts Conversion
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.
Audiences wander. Are you worth following?
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.
Keeping Search Local Across Large, Multi-location Portfolios
Running Search across a large, multi-location portfolio raises a question most strategies don't answer: how do you stay genuinely local when everything about scale pushes you toward the generic?
What Google’s AI shift means for your search budget
Google is managing two competing priorities: its $200bn ad model and winning the AI search race. That tension has real consequences for how advertisers should be thinking about media strategy.
Mastering the “Messy Middle” with TikTok Consideration Ads
The consideration stage has always been the hardest to measure. Here's how TikTok's newest tools are giving brands something proxy KPIs never could: a credible signal to optimise against.
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.
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.
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.
