The AI generated ads trust problem nobody budgeted for Your AI-made ads are getting cheaper every month. Question is, what are they costing you? Because two serious studies just landed on opposite sides of the ledger, and almost everyone quoting them is only reading...
A 2026 playbook for Meta advertisers: test with ABO, then duplicate winners into CBO. Follow budget type, bid and optimization parity checks to scale safely.
How to use MER and ROAS to set budgets without starving prospecting. Six step workflow, MER 4.0/ROAS 3.0 example, and break even ROAS help.
The creative flywheel: 10x your ad diversity without 10x-ing your production bill Why are we still paying for polish nobody asked for? Somewhere in the last decade, "creative quality" got confused with production value. Colour grades. Motion graphics. A finishing pass...
Meta's Andromeda update: everyone selling you the fix is the problem Have you noticed that everyone explaining the Meta Andromeda update also happens to sell the cure? Creative automation tools. Reporting dashboards. "Andromeda-proof" agency retainers. The scarier the...
Meta spent August quietly deleting the placement checkboxes from your ad sets. The same month, the out-of-home advertising industry in Australia published a study built on 12,000 biometric ad views showing exactly how long a person looks at a billboard, and a craft...
You've been told to get on camera because people "connect with people". That's a greeting card, not a strategy. Founder-led marketing works for a colder reason. Ad copy can say anything. A creator can say anything and be somewhere else next month. A founder is the one...
Nobody has ever been promoted for fixing a spreadsheet. You spent this year on creative. Hooks, UGC, a founder video, three rounds of feedback on a thumbnail. Meanwhile the system deciding whether your product appears at all never watched a single second of it. It...
Meta’s ad delivery system no longer cares where you tell it to look. It reads your creative, finds the right people itself, and rewards advertisers who give it something worth reading.
The Strategic Shift: Why CTV is the New Performance Frontier for DTC CTV advertising is no longer a brand-awareness luxury it's the performance channel DTC brands need as social auction costs keep climbing and attention on feeds keeps shrinking. Meta and TikTok CPMs...
Incrementality testing measures the sales that would not have happened without the ads, usually by holding out a matched group of regions or users from exposure and comparing outcomes against business-as-usual. Not clicks. Not attributed revenue. Caused revenue.
The brands scaling revenue today aren’t winning because of smarter targeting – they’re winning because they’ve built a repeatable creative testing framework that continuously surfaces high-performing assets.