Blog
Field notes and research on paid media, memory, and the difference between a number and a decision.
92 posts in Guides & Research
Most weekly reports describe what happened. The useful ones explain why — and what to do about it. Here's the difference, and how to build reports that drive decisions.
1 min read
Meta ads anomaly detection in 2026: catching spend spikes, ROAS crashes, learning-phase resets, and tracking breakage in Slack before they burn budget.
5 min read
Target CPA and Target ROAS are bidding strategies, not explanations. What the algorithm does inside the black box — and why the settings around it still matter.
2 min read
Only one in five marketers still trust last-click. In 2026, incrementality testing became the most-trusted method in marketing — here's what that changes.
1 min read
LinkedIn's change log is the thinnest of any major platform. If you run B2B campaigns and something goes wrong, here's how to build the record LinkedIn won't.
2 min read
The account anomaly detector script is free but limited: one account, four metrics, email only. An honest comparison with a real monitoring tool for 2026.
5 min read
A decades-old technique is suddenly the most trusted measurement method in marketing. Here's why MMM returned, and how it fits with what you already run.
2 min read
The pixel broke, and last-click broke with it. Here's how 2026's best teams connect ad spend to closed revenue instead of browser-tracked guesses.
2 min read
The World Cup, Winter Olympics, and US midterms all hit in 2026 — but how much incremental ad spend do they really deliver, and where does it land?
7 min read
Bots now generate most web traffic. When the visitor is an AI agent, not a person, what do "traffic" and "impressions" actually measure?
7 min read
dentsu trims 2026 global ad growth to 5.0% and $1.06 trillion. The channel-by-channel breakdown of where the money moves — and how rival forecasts compare.
6 min read
OpenAI opened ChatGPT Ads to all US businesses with CPC bidding and no minimum spend. How the relevance-weighted auction works — and whether you're ready.
7 min readThe record
Stop running an account that forgets.
Every decision written down, with its reason and its result. That is the whole product.