Practical briefings on paid media audit, attribution, agency incentives and media accountability. Written by our partners for finance and procurement teams.
A plain-English definition for finance leaders. What a paid media audit covers, who commissions one, what it costs, and how it differs from agency reviews and MMM platforms.
Read article →A short, plain-English way to judge digital ad spend using cash outcomes. No jargon. No glory metrics.
Read article →Digital platforms promise optimisation. In practice, their systems often optimise for the easiest proxy, not the outcome the business funds.
Read article →In paid media, complexity has become a kind of faith. The more intricate the system, the more credible it appears.
Read article →Every marketer wants to show good numbers. But when the same people reporting the results are the ones running the campaigns, good numbers are almost guaranteed.
Read article →Money leaks before ads are seen. Think of your paid media budget as a water bucket carried across a factory floor — before it reaches the line that needs the water, it drips from holes you can’t see.
Read article →Paid media has an accounting problem. A single sale is often claimed by several advertising channels — the difference between platform credit and real revenue creates persistent waste.
Read article →Here’s the open secret: in paid media, the fox is guarding the henhouse — and every fox is just a little hungry for chicken.
Read article →