Insights

Oct 14, 2026 Strategy

Reserve a learning line in your 2027 budget for inventory you cannot isolate

Ad slots, AI answers and map placements are arriving inside existing campaigns or under new controls. A budget structure that funds learning without putting core performance at risk.

Sep 9, 2026 Strategy

Set your Q4 targets from payback because platform history no longer holds still

Three platforms changed how results are counted or delivered this year. A payback-based method for setting CPA and ROAS targets that does not depend on last quarter's reported numbers.