Research
Long reads from the kitchen. What the evidence says, what we would defend, and the math behind it.
Why there is no industry incrementality benchmark, what the spread between randomized experiments actually measures, and the arithmetic that tells you whether your own test can answer the question.
READ ITHow much paid media now runs through Performance Max, Advantage+ and AI Max, what still decides results, and where people fit when the platform does the buying.
READ ITThe ad is the largest factor in paid media return an advertiser controls. Why it belongs with a creative team rather than the media team or a folder of old assets, and what to change at every stage.
READ ITHow big a creator to hire, when a brand is ready, what makes creator content work, and where AI influencers fit. Built on 345 controlled experiments, revenue data from real campaigns, and an interactive reach-per-dollar model.
READ ITWhat Google's AI Overviews take from organic search, how much optimisation wins back, and where the ceiling sits. 39 sourced figures, an interactive recovery model, and the measurement setup we recommend.
READ ITBuilding something different on purpose. Senior Operators using the right tools.
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