PaidLab
B2B Paid Media & PPC Performance Strategy
Your paid media engine stops working when you stop asking why.
Paid media is the fastest lever in B2B marketing and the easiest to waste. PaidLab covers paid search, programmatic, and performance strategy for teams that need ad spend to turn into qualified pipeline — not impressions.
Every piece is built around the question most platforms train you to stop asking: why is this working, and what happens when it stops?
iOS 27 and the Forecast You Didn't Model
Your Safari inventory just became a variable you can't control. If you're running programmatic spend through The Trade Desk or any vendor Apple quietly blocked in iOS 27, your reach and frequency numbers are wrong right now, not 'slightly off,' wrong.
The Demographic Targeting Playbook Is Showing Its Age. Culture Might Be What Comes Next.
Two people walk into a sneaker drop with nothing in common on paper, except everything that actually matters. Joe Ligé's Culture Hive is betting that cultural relevance, not census brackets, is the targeting layer the ad industry has been missing.
Programmatic Pause Ads: The Inventory Everyone Wants and Nobody Can Buy at Scale
Pause ads deliver 100% viewability and 91% brand recall, but most advertisers still can't buy them programmatically at scale. Here's what's changing this quarter, and why the brands running pilots now will have the advantage when the infrastructure catches up.
Attention Targeting Comes to Amazon DSP: What the Adelaide Integration Means for Your Media Mix
Amazon DSP's integration with Adelaide's attention targeting promises to solve programmatic's biggest problem: paying for viewable ads that nobody actually sees. The early results show 58% ROAS lifts and 25% lower conversion costs.
Signal IQ's Expansion Gives Publishers What They've Been Missing: Proof
Amazon just gave publishers the ability to A/B test which OpenRTB signals actually drive revenue, ending years of guesswork about whether passing GPIDs or transaction IDs moves CPMs. For the first time, you can prove which signals buyers value and optimize accordingly.