Brand Campaigns’ True Goal
In ten years, how you report brand campaigns didn’t change. Campaign name, flight time, budget, fees (10-15%?), how much money you will spend […]
Vertical Ad Agencies
With the end of the cookies era and the consolidation of horizontal ad platforms such as Google and Facebook, agencies will have to […]
Zero-party data
The reason why cookies worked so well is that the user didn’t have to do anything. Just go to a website, log into […]
Ads are not stocks
Instead of owning a share in a company, you own -temporarily- a share of someone’s attention. Their performance fluctuates throughout the day. Ads […]
SMS Journeys
SMS messages are often associated with spam or alerts (an ad is not spending enough, or too much, or a landing page is […]
Nestlé’s solution to agencies transparency problem
About five years ago, brands produced cost per like competitions for agencies. Whoever gets the lowest cost per like, highest CTR and volume, […]
Seed Audience Quality
One of the most powerful features in the Facebook Ads platform is the ability to target similar people. The question is: similar to […]
Optimized impressions are expensive
Optimized CPM (or oCPM) was (or still is?) a type of bidding strategy Facebook made available circa 2014. It is an optimized version of […]
Creative Performance Dashboards are broken
A Creative Performance Dashboard will look good on your screen but usually won’t give you any meaningful or actionable insight. Let’s say you […]
Use SimpleDB for your Saved Reports
AWS SimpleDB is perfect for creating indexes and save small objects. Since it’s a NoSQL database, you can save game sessions with different […]