Discussing resale value is a common practice when buying a car or a home, but we rarely apply this logic to our marketing spend. In the world of paid social,…

The eco-tech sector is a challenging space for any media buyer. I recently managed a campaign for a modular solar battery brand that faced a common problem. We had a…

Marketing has always been about one thing: being where your customers are. While the buttons we click have changed over the last decade, the math behind a successful campaign remains…

In my spare time, I enjoy long-distance cycling. On a hundred-mile ride, your speed at any single moment does not tell you if you will finish the race. You might…

Over the last 12 years, I have managed millions of dollars in ad spend for brands ranging from small e-commerce startups to massive global retailers. In the early days, we…

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…

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…

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…

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…