Platforms will change
We have seen channels, formats, and algorithms come and go. The strategy still needs to work after the next product update.
Newsroom
News, guides, and practical marketing decisions.
Current guidance on ChatGPT Ads, media, measurement, technology, creative, and search—grounded in the questions we have worked with since 2015 and written for teams responsible for real budgets and results.
Showing 20 articles
AI commerce10 min read
Agentic commerce: your product data is becoming the storefront
Shopping agents cannot recommend, compare, or buy reliably when price, availability, variants, and policies disagree.
Read articleAI discovery10 min read
Marketing when search becomes an AI conversation
AI Overviews and AI Mode change the journey from query and click to research, comparison, and follow-up questions.
Read articleAI operations9 min read
AI agents are changing marketing operations—not marketing accountability
The useful question is not whether an agent can complete a task, but where it can act and who remains responsible.
Read articleCreative & media9 min read
Generative creative needs a system, not an asset factory
AI can produce more variations than a team can sensibly review. The advantage comes from better hypotheses and stronger controls.
Read articleAI discovery8 min read
Your brand is becoming a data source
AI discovery rewards organisations that can state who they are, what they offer, and what evidence supports it consistently.
Read articleStrategy & governance9 min read
AI personalisation without crossing the line
Relevance improves when context is useful; trust disappears when personalisation feels unexplained, sensitive, or impossible to control.
Read articleChatGPT Ads7 min read
How to budget the first ChatGPT Ads test
A sensible way to size a first test when pricing, inventory, and conversion history are still developing.
Read articleChatGPT Ads8 min read
ChatGPT Ads for B2B: from prompt to qualified pipeline
How B2B teams can connect a conversational placement with useful content, lead qualification, and sales follow-up.
Read articleChatGPT Ads7 min read
ChatGPT Ads for ecommerce: build the path after the click
Product feeds, landing pages, stock, margin, and measurement considerations for commerce teams.
Read articleStrategy & governance8 min read
Brand safety and privacy for ChatGPT Ads
The questions legal, marketing, and analytics teams should settle before conversational advertising launches.
Read articleChatGPT Ads7 min read
Is your business ready for ChatGPT Ads?
A practical readiness check covering audience, offer, measurement, landing pages, and internal ownership.
Read articleChatGPT Ads8 min read
ChatGPT Ads: the do’s and don’ts
Practical rules for testing conversational advertising without wasting budget or damaging trust.
Read articleChatGPT Ads9 min read
How to set up the ChatGPT Ads pixel
A careful implementation guide for conversion tracking, consent, testing, and the cases where no account-level pixel is available yet.
Read articleChatGPT Ads6 min read
Creative principles for ChatGPT Ads
How to write useful ads for a conversational setting without sounding generic or intrusive.
Read articleMeasurement7 min read
How to measure ChatGPT Ads beyond the dashboard
A measurement plan for a new channel: clean links, conversion quality, incrementality, and honest reporting.
Read articleChatGPT Ads6 min read
The ChatGPT Ads launch checklist
Twenty practical questions for media, creative, legal, analytics, and sales before the first campaign goes live.
Read articleMeasurement6 min read
Server-side tracking without the fog
What changes, what does not, and how to decide whether a server-side setup deserves priority.
Read articleCreative & media5 min read
Automation needs a human job description
A practical way to divide responsibility between platform algorithms and commercial judgement.
Read articleCreative & media5 min read
Creative testing that builds knowledge
Move beyond winner-versus-loser tests and create a learning system your next campaign can use.
Read articleAI discovery6 min read
Becoming a source for AI search
Why clear entities, useful evidence, and consistent publishing matter more than chasing a new trick.
Read articleAn initial conversation
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