Insights · Notes from the work
Notes. What changed, and what to do about it.
- Oct 15, 2026 · 3 min readClosed-loop isn't incremental. Four questions for every retail media network.I used to report closed-loop ROAS from inside a retail media network. Here is what I would ask that network now that I sit on the brand's side.
- Oct 15, 2026 · 3 min readYouTube is TV now. Plan it like TV.YouTube now draws more US TV time than any other streaming service. Most plans still treat it as a digital line item.
- Oct 15, 2026 · 3 min readEveryone is a media network now. Here's how to choose.Retailers started it. Now delivery apps, ride-hailing and travel brands sell ads against their customer data. Brands need a way to choose.
- Oct 15, 2026 · 3 min readAI creative is a process, not a prompt.Most advertisers now use AI in creative. Far fewer have changed how the work gets made. That is where the efficiency is.
- Oct 1, 2026 · 4 min readunBoxed 2026: Amazon automated the buy. Now strategy is the scarce part.Three takes on this week's announcements, and what brands should do before Q1 planning.