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.