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What Were We Thinking?

Segmentation vs. Aggregation in AI-Driven Optimization
In digital marketing, AI-driven bid strategies rely on volume for effective optimization. But how does segmentation impact this process?

Marketing Mix Modeling (MMM) Is Trending—But Here's Why You Should Be Skeptical
MMM can be powerful when done right—but it's easy to misuse, and when that happens, the impact isn’t just a small misstep.

AI Optimization Case Study: When Early AI Optimization Went Wrong
Machine learning, much like an enthusiastic but untrained helper on a project, can be either remarkably helpful or surprisingly destructive.


Leveraging AI and First-Party Data for Strategic Bidding
As data privacy regulations evolve and smart bidding algorithms take center stage, traditional methods like manual bidding and per-user...


Data Privacy Made Simple: Your Quick Reference Guide
Google’s recent announcement regarding Privacy Sandbox* is a prime example of how quickly data privacy standards and best practices are...


Transitioning to First-Party Data Uploads for Google Optimization: Navigating the Digital Marketing Seas
Transitioning to uploading first-party data directly to Google for optimization may initially seem like a one-size-fits-all innovation,...
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