What AI actually changes in paid media (and what it doesn’t)
The auction was machine-run long before ChatGPT. Where AI genuinely changes paid media work — creative volume, analysis speed — and the three things that stay stubbornly human.
Server-side tracking is now the price of admission
Browser-side pixels now miss a meaningful share of conversions. Why server-side GA4 and Meta CAPI moved from nice-to-have to baseline — and the order I set them up in.
Running B2B lead gen in a privacy-first era
Running paid B2B lead generation for Canadian clients means starting with CASL and honest tracking. Why quality beats volume, and what I’d tell a founder spending their first $10K/month.
Vanity metrics are a tax on bad decisions
A dashboard full of green numbers once hid an account losing money on every customer. Why impressions, clicks, and ROAS-in-isolation mislead — and the metrics I optimize to instead.
Live commerce is coming to Western markets
Two years running live commerce at Daraz (Alibaba Group) taught me the three mistakes Western marketers make with the format — and why the window to build an edge is closing.
Attribution doesn’t break by accident
Why most attribution problems are a foundation that was never built properly — and the three-step sequence I use to rebuild measurement before touching spend.