We Audited 41 Advantage+ Accounts. The Waste Pattern Is Always the Same
ASC works — until it starts buying your existing customers back at prospecting CPAs. Here's the exclusion architecture that fixed it in 38 of 41 accounts.
Creative is a commodity. Media buying is a commodity. The last defensible edge in paid media is the pipe between your brand and the person on the other end.
ASC works — until it starts buying your existing customers back at prospecting CPAs. Here's the exclusion architecture that fixed it in 38 of 41 accounts.
DSPs delisted thousands of made-for-advertising domains in 2025. CPMs rose 18% — and the arbitrage didn't die, it moved.
Fatigue curves from 1,800 ad creatives show decay accelerating 2× since 2024. The winners aren't making more ads; they're making ads a process.
A nine-figure beauty brand was seeding lookalikes with all purchasers — including the discount-only cohort. Fixing the seed was worth 31% on CAC.
$140B in spend, still grading its own homework. Independent incrementality testing is exposing which retail networks earn their budgets — and which just tax them.
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