I was looking through my old digital marketing article from 2011 on PPC advertising. Back then, the debate was simple: Are agency commissions on PPC ads scalable, and is manual keyword management effective?
In that era:
PPC advertising largely meant exact-match keyword strings (e.g., "buy leather shoes").
Success depended on...
What happens when 41.5% of website visitors reject cookies? 🍪Recently looked up some stats in one of the consent banner providers, and found out that across 45,882 consent decisions, 58.5% of users granted at least some consent, while 41.5% rejected all optional cookies.
This rejection rate creates a significant measurement gap. Activity from...
The golden age of digital tracking seems to be over. I started digital marketing in 2006, and since those times we got addicted to absolute online data certainty. If a link or an ad couldn't immediately prove a converting click, it didn’t get a budget. When we sold digital marketing channels to clients, the ability to precisely track performance...
According to a recent study by Similarweb, "The Downstream Impact of AI Visibility,"a massive measurement blind spot has just been exposed.
Everyone is trying to measure AI search impact by looking at referral traffic from ChatGPT, Gemini, or Perplexity. But that's the wrong metric. The study finds that brands recommended by ChatGPT are...
So much information about agentic readiness of websites over the last few days, especially after Google announced Lighthouse checks and OKF. Most marketing people I am speaking to these days are asking: "How do we make our website AI-friendly?"
While this is definitely a legitimate question, the better question might be: "Can an AI agent...