Planning 2026 paid budgets around five known changes and a reserve for the rest
Apple, Google, Meta and the courts have all moved this year. Here is how to build a 2026 budget that absorbs known changes and keeps room for ones we cannot see.
Insights
Marketing strategy and industry changes across Apple Ads, Meta, Google and measurement.
AI assistants as an acquisition surface, and what paid teams should measure
AI answers now show ads, send some referrals and are starting to take purchases. Here is what is documented, what is not, and a short list of things to track.
Google retires most of Privacy Sandbox, and what that means for your measurement plan
On October 17 Google said it will retire Topics, Protected Audience, Attribution Reporting and more. Here is what to stop planning for and what to keep building.
Meta's Andromeda rewards different ideas, not more versions of one ad
Meta says its Andromeda retrieval system works best when you give it real creative variety. Here is what Meta has actually said, and how to build and read a test.
What WWDC 2025 changes in AdAttributionKit and what to ask your MMP
Apple's WWDC 2025 session on AdAttributionKit describes new capabilities in iOS 26. Here is what vendors report, what is unconfirmed, and what to ask your MMP.
If Meta automates ads end to end, these are the jobs that stay with you
The Wall Street Journal reported on June 2 that Meta wants brands to create and target ads with AI by the end of 2026. Here is what to keep in-house either way.
How to test AI Max for Search without losing control of your queries
Google announced AI Max for Search on May 6, with a beta starting later this month. Here is what it bundles, what Google claims, and how to run a clean test.
The Epic v. Apple order and what it means for web-to-app funnels
A US court order and Apple's May 1 guideline update let apps link to outside purchases on the US storefront. Here is what to plan for, and what is still unsettled.
Apple Search Ads is now Apple Ads, and the real news is the attribution change
Apple renamed Apple Search Ads to Apple Ads on April 14. The name is cosmetic, but a separate AdAttributionKit announcement deserves a closer look.
Performance Max now takes 10,000 negative keywords, so use them with care
Google raised the Performance Max negative keyword cap from 100 to 10,000. Here is what that does and does not control, and how to avoid choking the campaign.
What Google opening up Meridian changes for marketing mix modeling
Google made its open-source marketing mix model available to everyone on January 29. Here is what it offers, what it still demands from you, and who should try it.
A contingency plan for TikTok budgets while the US ban deadline stands
The Supreme Court upheld the divest-or-ban law on January 17, with a January 19 deadline. Here is how to protect TikTok budgets without panic-moving them.