What MMM Data Is Telling Us About Google, Meta, and Where to Spend Next
MMM data across our client portfolio keeps pointing away from Google and Meta. Here’s where incremental ad spend is finding room to grow.
Category: Content Strategy
Reaching the Right HCPs: What We Learned from Testing Sermo in Europe
When it comes to HCP marketing, the instinct is often to cast a wide net. But what happens when you flip the script and prioritize verified reach over raw volume? We recently put that question to the test, and the results made a strong case for quality over quantity.
Reddit’s Campaign Max: Another ‘Trust the Algorithm’ Pitch Worth Testing
Reddit’s new Campaign Max offering automates ad targeting and placement to lower the barrier for advertisers, mirroring similar moves by Meta and Google. We break down how the automated campaigns work, inventory quality trade-offs, and our optimistic performance outlook.
We’re Not Searching Anymore, We’re Asking: The Evolution of Search Queries in the AI Era
Recent data from Google Ads is revealing what many of us have been anticipating: search queries are getting longer, more conversational, and more natural. But rather than viewing this as a disruptive change brought on by AI Mode, we see this as the inevitable next chapter in how people have always been learning to communicate with technology.
Why There’s No ‘Best’ Audience Data Provider (and How to Actually Test Yours)
Learn why there’s no “best” third-party audience provider for healthcare marketing. Our A/B testing revealed dramatically different results across paid social and HCP campaigns, proving testing is the only way to find what works for your specific business needs.
Human in the Loop AI: Why Humans Are the Infrastructure
Most human in the loop AI setups treat people as final reviewers. Here’s why the real work happens at every stage — inputs, processing, and outputs.