Thought Leadership | In Digital Performance Marketing

Why CRO Programmes Are More Valuable Than You Think

iamdigital — Wed, 01 Apr 2026 16:00:29 +0000

When budget season arrives, exec teams want projections. But asking a CRO programme to predict its own returns sets in motion a chain of behaviours that can quietly erode its value — inflated win rates, ignored learnings, and teams optimising to look successful rather than be successful. The truth is, unsuccessful tests aren't a problem to manage around. They're the mechanism through which CRO programmes actually improve.

Inside Meta’s AI: How Your Ads Get Delivered

iamdigital — Fri, 20 Feb 2026 16:39:45 +0000

AI has redefined how ads are delivered on Meta. Systems like GEM, Lattice and Andromeda now interpret creative, model user behaviour and determine which ads enter the auction — often before bidding even begins. As manual targeting loses influence, creative becomes the primary performance lever. This article breaks down how Meta’s AI stack works and what performance marketers must change to stay competitive.

Inside Digital Marketing: July 2024

iamdigital — Thu, 01 Aug 2024 09:00:52 +0000

July has been an eventful month. The world held its breath on multiple occasions with the dramatic Olympic launch to a worldwide IT outage. Google announced an unexpected reversal on cookie phasing and OpenAI boldly move into search. After years of back-and-forth…

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Inside Digital Marketing: June 2024

iamdigital — Mon, 01 Jul 2024 10:00:38 +0000

TikTok launches ‘Whee’ for intimate photo-sharing with friends, but will it be a worthy rival to Instagram? Zuora acquires AI firm Sub(x) to enhance paywall solutions and Meta launches GA4 integration. TikTok has launched a new photo-sharing app for Android users called Whee which bears…

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Inside Digital Marketing: May 2024

iamdigital — Sat, 01 Jun 2024 09:18:31 +0000

Netflix sees an impressive ad-plan subscription increase and plans in-house ad tech, but how effective will this look in practice? Reddit expands its ad focus with new leadership and Google enhances Performance Max with AI as well as Google Play updates. Netflix announced a 700%

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Cookies Explained: A baked goods analogy

iamdigital — Wed, 27 Mar 2024 15:22:14 +0000

Picture this. You walk into your favourite bakery. The baker greets you with a smile and picks up a sticky note from your jumper. He reads it and asks: “The usual seeded loaf?” How did he know? Because the sticky note on your jumper carries information from previous interactions. First-party cookies work the same. They carry information about how you’ve used the site in the browser.

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Inside Digital Marketing: February 2024

iamdigital — Tue, 19 Mar 2024 10:01:10 +0000

Google extends its partnership with Reddit, but what could this mean for Search? GA4 introduces a new trend insight tool, and TikTok influencer, Reesa Teesa, takes the platform by storm with a bizarrely riveting series of long-form videos. Google and Reddit have a longstanding relationship – and they’…

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Inside Digital Marketing: January 2024

iamdigital — Mon, 05 Feb 2024 14:24:19 +0000

2024 has kicked off! Unsurprisingly, AI continues to dominate the mar-tech sphere, while in the creative world, we’ve seen a surge of nostalgia. And with the end of Cookies growing ever-closer, we share our top priorities for businesses ahead of Q3. In the ever-growing world of AI…

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Social Media Apps: What’s hot and what’s not as 2023 draws to a close?

iamdigital — Mon, 18 Dec 2023 16:43:09 +0000

Successes for Pinterest, TikTok & Meta. While X, Threads & Mastadon suffer from dwindling engagement. In a year marked by the breakthrough of AI, machine learning and Musk’s new venture with ‘X’, there’s been an influx of new competitors and updates to well-known players within the social media landscape. Which platforms have made…

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Inside Digital Marketing: November 2023

iamdigital — Mon, 04 Dec 2023 16:09:49 +0000

Google offers more visibility for sale shoppers, while introducing new features to help small businesses. Meta to allow ads saying the 2020 elections were rigged. And the Cookies saga continues with a crackdown by the ICO. Google transformed the Search environment to simplify the process for shoppers…

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