Operations
How to read pacing data without panicking on a Tuesday
Mid-flight pacing dips are normal. Knowing which ones deserve intervention is the difference between managing a campaign and reacting to it.
Notes from the buying desk.
Operational writing about running advertising programmes - measurement, creative cadence, pacing discipline and the arguments that come up in every account review.
All posts
Nine recent pieces.
Written by the people running the accounts, which is why they read like operations notes rather than thought leadership.
Creative
Creative fatigue is a scheduling problem, not a surprise
If refresh happens after performance drops, you have already paid for the decline. Here is how we plan production against the testing calendar instead.
Measurement
The Floodlight audit we run before any DV360 budget moves
A short, boring checklist that prevents most of the measurement arguments that surface three months into a programme.
Strategy
Building audience architecture that survives signal loss
Third-party identifiers keep eroding. The programmes holding up are the ones that treated first-party data and context as primary rather than as backup.
Conversion
Your media efficiency has a ceiling, and it is on the landing page
Where the funnel actually loses people, how to find it quickly, and how to prioritise the fixes that are worth engineering time.
Operating model
When bringing media buying in-house is genuinely the right call
An honest look at the conditions that make in-house work, from an agency that sometimes recommends it.
Governance
Brand safety without blocking the entire internet
Keyword blocklists that are too broad quietly remove your best inventory. A more deliberate approach to adjacency control.
Operations
What a weekly optimisation review should actually contain
The agenda we use across every account, and why the change log matters more than the dashboard.
Strategy
Releasing budget in tranches when you have no historical data
How to enter a new market without committing the full year's budget to assumptions nobody has tested.
Signal Report
One email a month, written for operators.
Platform changes and what they mean for how you run campaigns. No sequences, no upsells.
Next step
Tell us what you are trying to move.
Send a short note about your programme and objectives. We reply within one business day — with a scoping call, or an honest explanation of why we are not the right fit.