Working theory on paid media, conversion, and creative. What’s actually moving the number this quarter, written from the firm’s positions and grounded in cited sources.
TikTok Smart+ setup without losing creative control
→Retail media is a tax. The $69B forecast is the bill.
→Meta now counts engaged views at 5 seconds. What changed.
→Ask Advisor is live. What it changes for account managers.
→Google Marketing Live 2026: what matters most
→Smart Bidding Exploration: reread your search terms
→The ecommerce account where video doubled ROAS
→Meta does not let you set a frequency cap. Here is what to do instead.
→Meta replaced interest targeting with a sentence
→How to set up Meta Conversions API without a developer
→Google now reviews ads in seconds, not hours
→Creative fatigue now hits in 5 days, not 14
→Shoppable CTV ads hit YouTube through Demand Gen
→TikTok Smart+ is the same bet Meta already made
→Threads ads are live globally. Should you test?
→How to audit a Meta ad account in 30 minutes
→Google Marketing Live is May 20. What to prepare for.
→B2B CPCs fell 22% on Meta and LinkedIn. Why.
→Privacy Sandbox is dead. Third-party cookies are staying.
→pMax finally shows where the money goes
→More channels is still bad advice
→Advantage+ is now Meta's default. Here is what you lose.
→Why your landing page matters more than your bid strategy
→How to read a pMax search terms report in 2026
→Google is killing DSA in September. Here is what to do now.
→AI Mode hits 75M users. Google is putting ads in it.
→The account that cut spend 40% and grew leads 22%
→AI Overviews cover half of queries. Now what?
→19 states now enforce privacy laws. Your tracking setup is probably non-compliant.
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Field Notes is the public version of the working theory we run on every account. If you want to talk about your own, book a discovery call.