Writing / #performance

Tagged #performance

ChatGPT is selling ads. The money showed up before the measurement did.

OpenAI's ad pilot crossed 100 million dollars annualized in six weeks, while advertisers could see little more than impressions and clicks. Here is how I read the early signals, where the budget is actually coming from, and why I would treat this as an experiment, not a channel.

Jun 3, 2026 #advertising #ai #performance #marketing

I moved budget from performance to brand in a down year. Here is the math.

A performance marketer arguing to spend less on performance sounds like heresy. But most B2B buyers have already chosen a vendor before they search, which means last-click is harvesting demand that brand created. Here is how I defend the shift to a CFO.

Jun 2, 2026 #brand #performance #demand-gen #marketing