Blog
Notes on modern marketing — creative testing, automation, and building a calmer command center for your ads.
Strategy · September 22, 2026
Creative is the targeting now
The levers that used to define media buying — interests, lookalikes, micro-audiences — matter less every year. What you say in the first three seconds decides who sees your ad.
Read articleCreative · September 14, 2026
You don't need 100 ads. You need 12 good permutations.
The tools promising hundreds of AI-generated ad variations are solving the wrong problem. Modular testing gets you the same learning with a fraction of the noise.
Product · September 3, 2026
Why CORTEX doesn't show you 80 metrics
Ads Manager will happily give you eighty columns of numbers. Most of them exist to make you feel busy. Here's the short list we think actually matters.