Last week, our team did a deep dive into recent test results—sharing wins, misses, and insights from across our client campaigns. While...

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

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.

Machine learning, much like an enthusiastic but untrained helper on a project, can be either remarkably helpful or surprisingly destructive.

Letting AI drive doesn’t mean you’re off the hook; it means your strategy has to work harder

Transitioning to uploading first-party data directly to Google for optimization may initially seem like a one-size-fits-all innovation,...