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Meta has quietly rewritten the rules of performance marketing. Where the platform once revolved around audience segmentation, it now optimizes primarily around signal. Broad targeting and automation do most of the work. And the richest signal the system can ingest is creative. Creative is no longer just messaging. It is the targeting. That shift has changed what it takes to scale. Brands winning on Meta are not simply producing strong ads. They are producing them at velocity.

Earlier this week, Ad Age published a detailed report by Ewan Larkin outlining information disclosed in a legal dispute involving WPP. The filings shed light on more than nine billion dollars in client media spend and, more importantly, how parts of that spend translate into revenue for the holding company. According to the report, internal materials referenced roughly one billion dollars in net sales tied to what was described as non-product-related income, including rebates

For years, TV sat in a different category. It required bigger budgets, longer planning cycles, and typically belonged to more established brands. Social was where growth happened. TV was where brand dollars went. That distinction doesn’t hold anymore. Connected TV CPMs today can often be under $20 — not far off from the rising costs of paid social. The long-standing belief that TV is inherently more expensive simply isn’t accurate. If you’re already operating at scale on Meta

Connected TV is one of the fastest-growing channels in media. On paper, it sounds simple. You’re buying ads on streaming TV. Big screens. Leaned-in viewers. Premium content. But here’s the question most brands don’t slow down to ask: what actually counts as “CTV”? In today’s programmatic ecosystem, the CTV bucket is wide. Very wide. It includes premium platforms like Hulu, Paramount+, and Netflix. It also includes thousands of niche streaming apps, free ad-supported channels,

I had the best cup of coffee of my life at Cowboy Coffee in Jackson Hole. It stopped me mid-sip. So I bought a few bags, brought them home, and assumed I could recreate it. Same beans. Same roast. Same brand. It wasn’t the same. Not even close. So I called them. They asked simple questions. Was I using filtered water? Was I weighing the grounds or eyeballing it? What grind size? Did I let it bloom? What was the brew time? It wasn’t complicated. But it was precise. That’s when