Latest Posts
A complete collection of published articles and recent updates.
Creative Fatigue Is a Delivery Problem, Not a Messaging Problem
A familiar scenario in performance marketing: performance drops, frequency rises, CPA climbs.
Time to refresh creative. Sometimes that works. Often, it doesn’t.
Creative fatigue...
Creative Testing in the Age of Algorithms (2026)
Creative testing is a topic that most advertisers think they understand. Create multiple ads and run them in a campaign – the winner will have the highest CTR or the lowest CPA.
That logic may...
Building a Fully Automated Paid Media Reporting Pipeline with FiveTran
Successful paid media campaigns are only as good as the reporting that supports them. The more often data is used to inform decision making, the better those decisions become.
That...
Campaign Management Automation: What to Automate
Efficiency isn’t just a campaign goal, it’s a necessity in operational process.
The fastest way to burn out a media buyer isn’t poor performance. It’s forcing them to manually manage...
Why Efficient Campaigns Feel Safer — and Teach You Less
In paid media, efficiency is comforting.
Known audiences. Familiar messaging. Predictable performance. When campaigns behave the way they did last quarter, it feels like control, and control...
Why Paid Media Optimization Stops Working Before Performance Does
Paid media management has always been built around optimization. Adjust bids, rotate creative, refine targeting, repeat. The assumption is that optimizations improve performance, and...
Why Scaling Too Early Destroys Learnings
You start running a campaign at a low daily budget. It performs well, driving conversions comfortably below your target CPA. Encouraged by the results, you increase spend.
You raise the budget from $100/day...
How Strong Does the Evidence Need to Be?
All marketers have had to make decisions without complete data. That reality isn’t new, and it isn’t the problem.
The real problem is that most teams don’t agree on how much evidence a decision deserves before...
Why Attribution Breaks Down as a Decision System
Attribution changed the entire game of marketing. Instead of running an ad through a newspaper or billboard, and hoping that it worked, there was proof that an ad drove a sale.
In the early years of...
How I Used Market Research to Build a Scalable Media Plan
Building a media plan from scratch is rarely straightforward. Every plan involves tradeoffs between awareness, engagement, and conversion, and those tradeoffs become more complex as budgets grow...