Blog

Focusing on bold designs is often the first instinct for a media buyer when campaign performance starts to dip. We tell ourselves that a fresh color palette or a punchier…

For years, the advertising industry has chased the myth of the “set it and forget it” campaign. We were told that as long as our creative was good, the platforms…

In the world of digital advertising, sustainability is often discussed in terms of energy use or carbon footprints. However, for those of us managing multi-million dollar accounts, true eco-consciousness starts…

I remember sitting in a boardroom three years ago, staring at a screen that showed a 40% drop in tracked conversions overnight. It was the aftermath of a major privacy…

Discussing budget options with a client or an executive board is often the most high-pressure part of my job as a media buyer. I have spent over a decade looking…

There is a quiet relief in the ease of cleaning a surface that has been properly prepped. When the foundation is solid, the grime of bad data simply slides away,…

The gray clouds outside my office today match the mood of most marketing managers looking at their rising customer acquisition costs. It has been raining for three days straight, a…

I remember sitting in a high-stakes meeting three years ago, staring at a spreadsheet that seemed to scream “failure.” My client, a mid-sized software firm, had just funneled sixty thousand…

Starting a new advertising campaign often feels like stepping into a dark room. You know the furniture is there, but you are not quite sure where you might trip. Over…

Every media buyer dreams of the day they can scale a budget to the moon. We are taught that more spend equals more data, and more data equals better optimization….