Insights
How paid acquisition is being rebuilt.
What is changing in paid acquisition, and what to do about it.
Featured5 min read
Products got easy. Customers did not.
AI took the hard part out of building. Winning customers is still done by hand, and it runs on a formula that is rarely written down. This series is about that formula, and what happens when AI lifts all three parts of it at once.
Read the articleWhy now5 min read
One campaign, four weeks, every handoff
Before the formula, the plain facts of how the work is done today.
Read the articleQuality5 min read
The machine hits the target you give it
Quality is the first part of the formula: is the ad worth running?
Read the articleVelocity5 min read
Marketing is a search problem
Velocity is the second part of the formula: how fast are the winners found?
Read the articleOptimization6 min read
The winner is smaller than it looks
Optimization is part three of the formula: does each result make the next round better?
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