Ideas, measurement and paid media.

Clear analysis on what shifts in the growth ecosystem: platforms, data, martech and judgment.

The Paid Media Agency that was, the one that should be, and the one that will survive
Paid Media

The Paid Media Agency that was, the one that should be, and the one that will survive

Paid media agencies built their business on manual execution that platforms have already automated. What remains is real strategy: connecting paid media with business objectives in contexts where data is ambiguous.

Retail Media Under Pressure: the independent shrinks and the buying decision moves to the assistant
Ideas

Retail Media Under Pressure: the independent shrinks and the buying decision moves to the assistant

Two moves in one month redraw retail media: Criteo falls into private equity and Amazon pays to be in ChatGPT while blocking its data from OpenAI. The underlying tension is who controls the rails and the purchase data.

The first hard number on AI search erosion: what the Bocconi study measures, and why the curve matters more than the percentage
Ideas

The first hard number on AI search erosion: what the Bocconi study measures, and why the curve matters more than the percentage

A Bocconi study quantifies AI search erosion for the first time: ChatGPT cuts traditional searches 9.4% on average, 17% after 20 weeks. The curve matters more than the number.

How to measure ChatGPT ads when the only read was OpenAI's own
Measurement

How to measure ChatGPT ads when the only read was OpenAI's own

On July 7, 2026, Profound launched Ads Studio, the first platform that measures ad presence in ChatGPT, Perplexity and Gemini independently of what each platform reports, with two proprietary metrics: Paid Share of Voice and Relevance Score.

LinkedIn launched 5 AI creative tools in Campaign Manager: what changes for B2B teams in LATAM
Paid

LinkedIn launched 5 AI creative tools in Campaign Manager: what changes for B2B teams in LATAM

On July 1, 2026, LinkedIn activated five AI tools inside Campaign Manager. The most important figure in the announcement is not the feature list but the benchmark that accompanies it: campaigns with 5 or more ad variants achieve more than 20% higher CTR than single-ad campaigns. For B2B teams in LATAM operating with limited creative resources, that number redefines what acceptable testing looks like.

GA4 changed how your traffic sources read: Source Group, the AI Assistant channel, and what to review this month
Measurement

GA4 changed how your traffic sources read: Source Group, the AI Assistant channel, and what to review this month

On June 11, 2026, GA4 added the Source Group dimension: it retroactively normalizes the fragmented source strings of about ten platforms (facebook, fb and m.facebook.com become a single row), with ChatGPT and Perplexity as first-class sources. Per-source rankings move without the market moving, and the change lands next to two others that should not be conflated: the May 13 AI Assistant channel (forward-only) and the June 15 consent restructure, the only one that can move real volumes. What gets simpler, what did not change, and what is worth reviewing in your properties this month.

Every ads platform now speaks MCP
Paid

Every ads platform now speaks MCP

Between February and June 2026, six ads platforms (Amazon, Google, Meta, TikTok, Pinterest and Microsoft) shipped official MCP servers: the ads account became operable by AI agents through official OAuth, with no sketchy connectors and no account-ban risk. But the platforms diverge on how much power the agent gets: Google chose read-only, Meta chose full write with everything paused by default, TikTok and Amazon chose full write without that documented brake. That divergence is the news: the governance decision does not come solved out of the box, it has to be made by every team spending real money.

Product, growth, and technology: the convergence your martech stack hasn't absorbed yet
Martech

Product, growth, and technology: the convergence your martech stack hasn't absorbed yet

Product, growth, and technology increasingly run as a single discipline, but most martech stacks are still wired in silos inherited from the previous era. Consolidating cuts friction, and raises vendor dependence by exactly the same amount: there is no free lunch. It matters most for startups and scaleups where speed of learning beats optimizing each layer on its own.

What Running a Growth Agency Taught Me About Product Teams
Ideas

What Running a Growth Agency Taught Me About Product Teams

Most growth problems aren't acquisition problems: they're product-clarity problems that only show up once traffic increases. Lessons from running a growth agency on why the fastest teams argue about metrics before solutions, and the one question every product team should answer every week.