Advantage+ and Performance Max took targeting away from operators. Creative is the main input you still control, and most teams are testing it in ways that produce noise instead of signal. Here’s a framework that works.

AI answers are absorbing the clicks your organic strategy was built on. How to measure what’s actually happening, show up in AI results, and reframe organic’s job before the traffic chart forces the conversation.

AI personalization in ecommerce has real capability and real measurement risk. Most teams can’t tell which they’re experiencing–and here’s how to fix that.

AI is compressing the bottom of marketing careers and expanding the top. An honest breakdown of what it means at each level, and what to do about it.