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Are Your Optimization Efforts Masking a Bigger Problem?
There’s a particular flavor of confidence that comes from watching your campaign metrics improve week-over-week. The CTR ticks up. The…
When (and How) Good Data Leads to Bad Targeting
When (and How) Good Data Leads to Bad Targeting Most brands struggling with targeting don’t have a data problem. They have plenty of…
The Proxy Problem: Your Audience Targeting Is Built on a Substitute
Somewhere between the research debrief and the campaign launch, something gets swapped out. The real audience — the one your…