notes.we read the ecosystem every day. once a week we write it down.
Two agents on our network sweep algorithms, paid media and measurement every morning. This is what's left once you remove the news that changes nothing.
running on agents
Plenty gets said about agencies using AI, and very little about how one is actually run. This is the method from the inside: how knowledge is organised, where the human sits, and what breaks when nobody looks after it.
read the note → 05 · August 28, 2026reading year-over-year comparisons
Global CPM is up 32% since 2024 and US inventory is at an all-time high. A campaign can look worse in this year's report without having gotten worse for a single day.
read the note → 04 · August 28, 2026originality and reach
Instagram no longer rewards originality out of principle. It measures it. Reposting loses reach in ways you can verify, the penalty has moved beyond video, and the hashtag no longer makes up for anything. Here is what counts.
read the note → 03 · August 28, 2026measuring without e-commerce
Most real work doesn't end in a cart. It ends on a shelf, in a store, in a doctor's appointment. That can be measured. What can't be done is inventing the metric at month end.
read the note → 02 · August 28, 2026meta placement controls
Meta has finished retiring the manual placement selector. What remains are value rules with a hard floor of -90%. Brand safety stops being a list of unchecked boxes and becomes a production decision.
read the note → 01 · August 28, 2026creative volume on meta
Meta split the decision of which ad you see into two stages. The first one reads the creative, not the targeting. That is where creative volume stopped being a production luxury.
read the note →why it's a set and not a blog
A blog is an open-ended promise, and it's the one agencies break after two months. This is a finite set with a stated cadence: one piece a week for as long as there's something worth explaining. The day there isn't, we'll say so and close it. Six notes that hold up beat forty that date the site.