8 posts
Demand Gen replaced Discovery Ads and absorbed Video Action Campaigns. With channel controls and Lookalike segments, it's now a credible top-funnel test for B2B teams over-indexed on LinkedIn. Here's how to run it as a controlled experiment.
Reverse ETL has quietly moved the audience layer into the data warehouse. For paid media teams, warehouse-native audience sync is no longer a data-engineering project; it is a structural media buying advantage.
With DMPs retired and cookies fading, the warehouse is the new source of truth. Reverse ETL is the connective layer that turns that truth into real ad platform action for B2B paid media teams.
When every competitor runs omnichannel, the moat is no longer what you do but how fast you do it. Operational speed—turning market signals into budget moves quickly—is the new B2B media advantage.
YouTube has shifted from a top-of-funnel billboard to a high-intent demand capture engine. Here is how B2B teams map video sequences to buyer intent the way they map search keywords.
Scale platforms hide weak B2B messaging behind automation. Here is how to use Reddit ads as a friction lab to validate message-market fit before you commit budget to Meta, Google, and YouTube.