Category: PPC trends

Ads for two-sided platforms: attracting supply and demand

Two-sided platforms, such as marketplaces, booking services or sharing apps, need to attract two audiences that depend on each other: supply and demand…

Ads for franchises and networks: central brand, local execution

Franchises and networks have a central brand and dozens of local points. The challenge is to keep brand consistency and, at the same time, give each store…

Consent Mode v2 and the DMA: what changed for European advertisers

The Digital Markets Act (DMA) imposes obligations on large gatekeepers, including rules on combining personal data across services. In practice, for…

Ads for fintech and payments: trust and rules

In financial technology and payments, trust and regulation come before any promise. Platforms have specific policies for financial services, and users…

The AI Act and advertising: transparency obligations for advertisers

The European Union’s AI Act sets graduated obligations according to the risk of AI systems. Most ordinary advertising is not high-risk, but there are…

The Digital Services Act and ads: transparency, profiling and what changes

The Digital Services Act (DSA) strengthens advertising transparency on online platforms in the EU: people must be able to see that it is advertising, who…

Privacy Sandbox and third-party cookies: current state and fallback plans

For years, third-party cookies were expected to disappear from Chrome, which justified the Privacy Sandbox as an alternative. The plan has changed several…

Ads for electronics and accessories: comparisons, guarantees and price

In electronics and accessories, the customer compares heavily: specifications, price, warranty, reviews and lead time. Margin is often small and…

Open-source marketing mix: Meridian and Robyn within reach of an SME

Marketing mix models (MMM) estimate each channel’s contribution to sales from aggregate data, without relying on individual tracking. Open-source tools…

Holdout tests: how to measure the real effect of a campaign

A holdout test measures a campaign’s real effect by comparing an exposed group with a similar group that does not see the ads. Instead of asking "how many…