Marketing Blog & Insights
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Google Ads
Google Is Auto-Upgrading Search Campaigns to AI Max. That Does Not Make It Your Media OS.
Google is automatically upgrading eligible Search campaigns to AI Max through September 2026. Platform AI can expand queries inside Google. It still will not optimize the business.
AI Disclosure
Does New York's AI Disclosure Law Hurt Small Business? What S8420A Really Means for Marketers
New York S8420A requires advertisers to disclose AI synthetic performers in ads. Compliance is cheap. The real risk for small businesses is how consumers react to the label.
Audience Strategy
Lifestage Beats Age: What Meta's Generation Zeitgeist 2026 Means for Marketers
Meta's Generation Zeitgeist 2026 found a 4-point gap between Gen Z and Boomers. Lifestage drives 26-point swings in purchase intent. Demographic targeting as a primary lever is over.
Latest Articles
AI
The Principal-Agent Problem in AI Advertising: Why Platform Algorithms Aren't Your Friends
Google now steers budget-limited campaigns toward the CPA or ROAS you set, not the better result they were beating. That is the principal-agent problem in AI ads.
AI
What building a marketing operating system taught us about AI and marketing data
Connecting an AI assistant to your marketing tools is easy. Getting reliable, useful answers is not. Here is what building the ViVV operating system taught us about marketing data.
AI
The End of the Marketing Argument: When Math Moves From Probability to Proof
AI driven mathematical proof systems are ending attribution debates and turning marketing from subjective interpretation into verifiable business logic.
Agentic AI
The Foundation of Agentic AI: Why Data Architecture Will Make or Break the Future
The organizations that will win in the agentic era are not necessarily those with the best models. They are the ones with the cleanest, most consent-aware data pipelines. Here is why.
Omnichannel
Creating Seamless Omnichannel Customer Journeys with Marketing Automation
How to orchestrate consistent, personalised customer journeys across email, social, SMS and web using unified first-party data and cross-channel automation.
Impact
Multichannel Marketing Hubs (MMH) vs. Integrated Impact Modeling (IIM): How They Work Together for Smarter Marketing
Multichannel Marketing Hubs and Integrated Impact Modeling are stronger together. How combining both creates a compounding, data-driven marketing strategy.
Attribution
Fact checking the boss on attribution
Your CEO thinks attribution is broken. They might be right, but not for the reasons they think. We fact-check the most common misconceptions about results.
Small Business
Digital Marketing Attribution for Small Businesses: A Practical Guide
Most small businesses waste time on attribution systems built for enterprises. A practical guide to measuring what matters without the complexity or cost.
Leadership
Comparison: The Thief of Marketing Happiness
Unrealistic expectations fuelled by snake oil marketing are the real problem. Stop comparing yourself to overnight success stories that were never real.
AI
Agentic Marketing and the Future of AI Driven Growth
Agentic marketing uses autonomous AI agents to personalise faster, reduce manual work and adapt in real time. Here is how it drives growth and visibility.
B2B
B2B vs B2C Marketing: Understanding the Key Differences
B2B and B2C marketing require fundamentally different approaches. This practical guide explains the key differences and why your strategy must reflect them.
Marketing
So many places for marketing ad spend, so little time!
Too many channels, not enough budget. Data-driven strategies for allocating marketing ad spend across platforms to maximise ROI without spreading too thin.
Marketing
FEAR AND LOATHING IN THE MARKETING JUNGLE: A GONZO GUIDE FOR THE CMO ON THE EDGE
A gonzo survival guide for mid-market CMOs navigating AI, data-driven decisions and creative chaos. Embrace the marketing jungle before it eats you alive.
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