Our Expert Insights.

Leveraging behavioural biases as part of your paid strategy

Paid media is an area of marketing where incorporating psychological principles is often overlooked, but many of these principles lend themselves well to this type of strategy.

Why data-driven attribution (DDA) is the most effective model

Google making data-driven attribution (DDA) its default attribution model may have left you asking a few questions: does my account have enough data to utilise DDA effectively? How will this affect the performance of my campaigns? How does DDA work, anyway?

iOS 14.5: What’s the update and what does it mean for paid social campaigns?

Since its rollout back in April 2021, iOS 14.5 has presented a significant challenge to the biddable marketing industry. As part of an ever-growing focus on data privacy, Apple have provided its users with the opportunity to opt out of data tracking by third-party apps and websites.