GDPR, iOS 14, cookie blocking, and what they actually mean for how you measure advertising performance. The data that digital advertising attribution depends on is being systematically removed. Not gradually. Not eventually. Right now, at scale, across the platforms and devices that represent the majority of your clients’ audiences. Understanding what is being removed —…
One of the most common and costly mistakes in multi-platform campaign management — and how to see it before it happens. An agency managing a DTC client decides to reduce Meta prospecting spend. The campaigns have been running for six months, the ROAS looks modest compared to retargeting, and there is pressure to make the…
Why the smartest agencies are thinking about ad spend like portfolio managers — not campaign managers. A portfolio manager does not ask which stock gets credit for last quarter’s returns. They ask: given everything I know about current market conditions, the performance of each position, and where my capital is likely to generate the best…