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Measurement Just Got Easier to Build. What You Should Accept From Your Agency.
In September 2026, Google upgraded Meridian, its free, open-source marketing mix modeling tool, with AI-guided model-building, upper-funnel brand signals for channels like TV and out-of-home, and globally available causal geo-testing. The upgrade lowers the technical bar for building an independent measurement model outside your agency’s reporting — which means “we don’t have the resources to…
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How “Fixed Price” Projects Cost You More Over Time.
A blended rate covers a mix of skill levels and locations, not a fixed team. Holdcos often pitch senior talent to win the account, then quietly shift delivery to lower-cost resources — a documented pricing-industry pattern that lets agency margin climb well past what was modeled at signing, with no contract term broken. The number…
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Agency Scope Contraction Has a Pattern. Here’s How to Spot It Early.
Agency scope contraction shows up as a pattern, not a single incident: missed internal deadlines, thinner deliverables, and senior staff quietly replaced by junior ones — often driven by AI-enabled cost-cutting the client never agreed to. Left unaddressed for two or three review cycles, it hardens into “how things are now” and surfaces as a…
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The Promise of AI Marketing Meets the Reality of Consent
AI adoption in marketing is now close to universal, and vendors promise the same thing: read the customer, personalize at scale, cost a fraction of a media team. McKinsey finds fewer than one in ten organizations has scaled that adoption into results a P&L would notice. Twenty states now regulate consent for that data, and…
Measurement Just Got Easier to Build. What You Should Accept From Your Agency.
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- Measurement Just Got Easier to Build. What You Should Accept From Your Agency.In September 2026, Google upgraded Meridian, its free, open-source marketing mix modeling tool, with AI-guided… Read more: Measurement Just Got Easier to Build. What You Should Accept From Your Agency.
- Who’s Really Bidding? When One Holdco Fills Every Seat at the Table.Advertising agencies spent decades refusing to represent competing clients, enforced by “paper walls” between teams.… Read more: Who’s Really Bidding? When One Holdco Fills Every Seat at the Table.
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