Measurement
Paid Media Desk
Paid Media
The flagship desk. Strategy, structure and hard-won field notes from practitioners who run the accounts, across search, social, programmatic and video.
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PPC
AI Max for Search Is No Longer Optional: What the September Migration Means for Every Advertiser
Google is auto-migrating DSA, broad match, and auto-assets to AI Max from September 2026. Here is what you actually control, and how to migrate on your own terms first.
PPC
Performance Max Gets Real Controls: Campaign-Level Negatives, Brand Exclusions, and Channel Reporting Are Now Live
Campaign-level negative keywords, granular brand exclusions, and channel-level reporting have all landed in Performance Max. Here is what actually changed and how to use it.
Social Media Advertising
What Andromeda Actually Changed and What Your Account Structure Should Look Like Now
Andromeda rewired what Meta optimises for. Most accounts still fight the algorithm. Here is the structural response that actually works in 2026.
Social Media Advertising
Meta's AI Creative Stack in 2026 Is a Volume Lever, Not a Magic Button
Meta's generative AI tools doubled adoption to 8 million advertisers in four months. They are genuinely useful, but not for the reason most coverage suggests.
Video Advertising
YouTube Shorts as a lower-funnel channel: what the data actually shows
YouTube Shorts inventory has matured enough to evaluate seriously as a performance channel. The CPMs are lower than long-form, the audience size is substantial, and there is now enough campaign data to understand when it earns its place in a media plan.
PPC
Performance Max versus Standard Shopping: a decision framework for ecommerce teams
The debate about Performance Max versus Standard Shopping campaigns has produced more heat than light. The honest answer depends on the account, the catalogue and the measurement setup. A structured framework for making the right call for your specific situation.