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Model Context Protocol (MCP) Explained: A Marketer’s Guide Generative AI is reshaping how we work day to day. Its core advantage is simple: the ability to access and distribute information faster than ever before. The old search model — clicking through...

Ad Performance Forecasting: Why It Matters In advertising, it’s not enough to guess what an outcome will be. Knowing what the most likely outcome of a marketing investment is crucial not only to the success of the business, but also to success...

Synthetic Controls: Incrementality Testing Supercharged Most marketing tests compare a treated group to a control and call it a day. The problem: real audiences aren’t twins—markets differ on dozens of hidden factors that bias results. This is why a...

How to Implement Meta’s Conversions API with GA4 and Server-Side GTM Meta’s Conversions API was introduced in 2020 as a workaround for the impending death of 3rd party cookies. Aimed at giving Advertisers a workaround to browser tracking, it quickly...

How Google Tag Gateway and sGTM Stack Up for Modern Tracking Tracking is at the heart of everything we do online. It’s how web environments have existed since the very beginning. But changes to how browsers store cookies and an increasing desire...

Server-Side Google Tag Manager (sGTM) Setup for GA4: A Complete Guide Tracking on the web is the only thing that sets apart digital marketing from traditional marketing. It opens up a world of possibilities to analyze data, refine strategy, and deliver...

Google Tag Gateway Setup Guide: Stop Ad Blockers From Killing Your Data For years, platforms like Meta, Pinterest, and Reddit have allowed advertisers to connect their web servers to ad platforms for enhanced website tracking through server-side tracking...

How YouTube Sequence Campaigns Deliver Superior Brand Building Results Brand awareness is an often coveted goal in advertising due to its simplified reporting and relatively straightforward campaign setup. Dump budget into an ad platform and optimize...

Meta Andromeda Update: Consolidate Your Ad Sets Meta announced an algorithm update earlier this year that fundamentally changed how ad optimization works on the platform. The Andromeda update is a machine learning algorithm that significantly improves...

Customer Data Hashing with Google Tag Manager: Complete Setup Guide Customer data is at the core of all businesses. It provides insight into what types of people are buying, their preferences, how they like to shop, and a host of other facts. Customer...