RampID just sold. The buyer is your competitor
The Speed Read Publicis Groupe bought LiveRamp for $2.2 billion. LiveRamp’s RampID is the identity layer connecting your first-party data to your media buys, clean rooms, and measurement stack. It’s no longer independent. An AI agent ran a live programmatic campaign start to finish, with no human touching the buy. Butler/Till cut intermediary fees by […]
Your agency is measuring the wrong thing. And they know it.
The Metric Your Agency Lives or Dies By (And Why It Shouldn’t Be Yours) Every agency you’ve ever pitched will show you ROAS. It’s on the first slide of every deck. It’s the headline in every monthly report. It’s the number that gets cited when a renewal conversation comes around. “We’re delivering a 4.2x ROAS. […]
Your ROAS looks fine. That’s the problem.
The Speed Read When you run Meta, Google, and email simultaneously, all three platforms claim credit for the same conversion… every time Your total attributed revenue across channels will always be higher than your actual revenue Most brands respond to declining MER by increasing budget; the actual problem is fictional math Three Platforms Claimed One […]
The $5M wall isn’t a creative problem.
The Speed Read Most DTC brands plateau in the $5M–$15M range not because of bad creative, but because of structural inefficiency The three root causes: attribution blindness, channel over-reliance, and CAC creep nobody is naming Scaling past a plateau requires a strategic audit, not more spend Your agency should be the one flagging these issues […]
Is your CMO grading their own homework?
I want to share something important. The next time your portfolio brand’s CMO presents marketing results at a board meeting, pay attention to what metric they lead with. If the answer is platform ROAS “Meta said we got a 4x, Google said 3x” you need to ask a follow-up question. Because both platforms are reporting […]
A loyalty program won’t save your repeat purchase rate
I’ve got something on my mind. When I see a DTC brand with a declining repeat purchase rate, the first solution the team usually proposes is a loyalty program. It makes sense on the surface. Reward existing customers. Give them points. Offer tier-based discounts. But here’s what usually happens. Your most loyal customers (the ones […]
When your brand becomes just another SKU
I’m sure you’ve seen this. There are dozens of greens drinks on the market right now. Powders, gummies, capsules, strips. If you lined up the ingredient lists side by side, most of them would be hard to tell apart. But AG1, LMNT, and Grind are all growing in the same category at the same time. […]
Your agency isn’t lying to you.
It’s the same story every time I audit a “healthy” ad account. The reports look green. The charts go up and to the right.The Account Manager has a soothing voice and a polished slide deck. But behind the “optimization” is a crime scene. I recently walked into a Canadian grocery brand.Big name. Big budget. Even […]
Your subscription is confirmed
Lets get real for a minute, I’ve watched a lot of DTC brands get excited about the subscription model over the years. And honestly, I get it. The pitch is compelling. You acquire the customer once and they pay you every month. Your revenue becomes more predictable. Your LTV goes up on paper. The board […]
Do all your ads look the same?
A free newsletter with the marketing ideas you need The best marketing ideas come from marketers who live it. That’s what this newsletter delivers. The Marketing Millennials is a look inside what’s working right now for other marketers. No theory. No fluff. Just real insights and ideas you can actually use—from marketers who’ve been there, […]