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.
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.
This year's 2025 Performance Marketing Awards brought significant recognition for our work with the Financial Times, with wins in two key categories: Best Experimental Campaign and Best Lead Generation Campaign. These accolades mark not only a continuation of our partnership with the FT but also a reflection of the strategic, technical, and creative ambition behind the work, from rigorous testing frameworks to a reimagined approach to first-party data collection. Driving sustainable growth through experimentation The award for Best Experimental Campaign
Want to know what makes your mobile marketing campaigns…
Cookies bite back After years of back-and-forth, Google announced that it will not phase out third-party cookies in Chrome after all. This marks a significant U-turn from their previous stance aimed at enhancing data privacy. Anthony Chavez, Google's VP of Privacy Sandbox, shared the news in a blog post titled "A new path for Privacy Sandbox on the web" that the company is "proposing an updated approach that elevates user choice." Instead of deprecating third-party cookies, Google will introduce a new Chrome feature allowing users to make informed choice
During the latest Google Marketing Live (May 2024), Google announced several…
TikTok launches photo-sharing app 'Whee' TikTok has launched a new photo-sharing app for Android users called Whee which bears similarities to Instagram. Released quietly last month by TikTok's parent company, ByteDance, Whee appears to be a more intimate alternative to Instagram. It focuses on sharing photos with close friends to promote authenticity and private interactions. It appears that this was a soft launch, with neither TikTok nor ByteDance initially commenting on its release. The app's Google Play description highlights the purpose of capturing
We are delighted to announce that we won the Performance Marketing 'Best Use of Data and Insights' 2024 Award for our collaboration with Puresport last month! Collecting our glossy, purple prize at Grosvenor House was a moment of immense pride and joy. This award is a significant achievement for our team, especially given that our category was the most competitive and the award so prestigious, so we didn't just win, we really won! "I couldn't be prouder of the work of our team and the amazing opportunity it has been to work with Puresport," head of data
Netflix announces significant advancements and growth in its advertising strategy Netflix announced a 700% increase in their ad-plan and plans to launch an in-house advertising technology platform by the end of 2025 at their second Upfront presentation. Amy Reinhard, Netflix's President of Advertising, announced that Netflix engagement rate is going from strength to strength with their cheaper ad-supported plan now reporting 40 million global monthly active users, a number that was just five million one year ago. Reinhard also announced that Netflix will
The sun shone brilliantly all day on Neal Street, defying the 'wash out' British summer headlines so we were off to a great start. We unveiled our new Parisian garden furniture just in time for the festivities, expertly assembled by our fantastic new executive assistant, Fern, (all with a refreshing white wine spritzer in hand of course) and we strung up an inordinate amount of blue and yellow balloons. But that's not all… Our terrace got a makeover with a fresh coat of paint and waterproofing, we hired a live sax player, spread out an impressive selecti
Google's extended partnership with Reddit Google and Reddit have a longstanding relationship – and they've recently announced that this partnership is deepening. This is a strategic move by Google. It's commonly known that users go to Reddit for recommendations – a lot of the time via Google search. They will be improving the accessibility of this content on their platforms. "Our work with Google will make it easier for people to find, discover, and engage in content and communities on Reddit that are most relevant to them." The most integral part of thi
Puresport was founded by ex-professional athlete Grayson Hart, and it became the world's first range of natural products certified for drug-tested athletes and sport professionals. Despite the strong product line and brand positioning, the business was going through a period of stagnating sales, and they needed to think laterally about new paths for growth to reach their ambitious target: doubling their average monthly revenue, whilst maintaining consistent budgets. Enter: In Digital. When we started working with Puresport, the first thing we noticed was
Join us for an encore presentation of our highly successful breakfast and networking session on March 20th.…
In-platform AI image enhance tools continue to evolve In the ever-growing world of AI, marketers have been able to get their hands on more and more tools designed to both streamline ways of working and enhance the end outcome of deliverables. One area in particular is creative. Microsoft has recently released its latest tool, 'Instant Banner Ad Creation', designed to simplify and streamline the process of creating high-quality banner ads. Similarly, Meta has introduced its generative AI feature for images, called 'expand image', whereby users are able to
Elevate your experience with us on January 31st at an engaging breakfast and networking session. Dive into a world of dynamic…
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 their mark? Who has fallen behind? And who should marketers keep an eye on for 2024? Senior Performance Manager, Kate Lindars, takes a look back at trends in 2023 and gives her predictions to help plan social media strategies for the year ahead. On the up Pinterest Whilst technically a visual search engine rather than a social
How Google is helping shoppers this holiday season Google transformed the Search environment to simplify the process for shoppers searching for deals on Black Friday and the Christmas period. At a time where brands are fiercely competing in discount value and CPMs are sky rocketing, how will this adaptation affect the brands themselves? Google introduced a "Deals Hub" within its shopping search area to present users with a page filled with discounted markdowns of their favourite electronics, apparel and more. This allows users to find the best bargains t
